According to industry association，China has about 640 million people who play computer games, and more than half of them are females.
As the gaming population somehow overlap with the targeted consumers of cosmetics, the brands started to co-brand with the gaming companies to promote their cosmetics products in games.
Some cosmetics brands co-release namesake products, including lipsticks. with popular gaming companies. Xiangyi Bencao, a domestic cosmetics brand, also co-released a facial foam product with Warcraft targeting at young male consumers. (Source:baijiaohao)