Dignitas announces partnership with NYX Professional Makeup

North American Esports Organization Dignitas announced NYX Professional Makeup as official beauty partner.

The collaboration will see the cosmetics brand create custom product placement integrations within Dignitas’ Verizon 5G Gaming Center in Los Angeles and its headquarters in New York.

Credit: Dignitas

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The NYX Professional Makeup brand will also appear on competition jerseys from its Dignitas Women’s VALORANT and CS: GO teams, as well as jerseys from select Dignitas content creators.

Heather Garozzo, Vice President of Talent at Dignitas, spoke of the partnership in a press release: “Now more than ever, games and esports are as much a space for women as for men; this partnership with NYX Professional Makeup recognizes this new landscape.

“We are proud to welcome a brand that shares the same vision of inclusiveness, freedom of expression and sense of community that our professional players and content creators share. This partnership not only celebrates the incredible influencers of Dignitas, but is a nod to all the women who have long waited for a fashion and makeup brand to recognize their passion for the game.

As part of the deal, the makeup brand will also feature content and experiential initiatives through Dignitas’ Raidiant for Women initiative. These events will include charity activations, esports tournaments, live makeup tutorials, and production of content featuring Dignitas’ female esports teams using NYX products.

Additionally, Dignitas influencers will create branded shows, participate in palette swap videos with well-known makeup artists, and integrate NYX products and giveaways into their communities.

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Yann Joffredo, Global Brand President of NYX Professional Makeupadded, “We are delighted to partner with Dignitas, who are equally passionate about advocating for inclusiveness and under-represented groups.

“This partnership allows us to push the boundaries of entertainment and gaming as we celebrate female gamers in our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to grow together.

In addition, NYX Professional Makeup will support the upcoming Dignitas VALORANT Women’s Tournament Verizon VCT game changers by rewarding the best players in each series and by rewarding the 40 players participating in the main event of the tournament with his makeup products.

Esports Insider Says: The deal follows Dignitas and NYX Professional Makeup’s previous collaboration for an Animal Crossing New Horizon activation in September 2020, indicating demand for such collaborations. This decision only makes sense if we consider Dignitas’ investment in the development of women’s esports.

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