Essence Sponsors Gamescom Latam Cosplay Lounge

Like the main event in August, the South American offshoot of gamescom latam will also focus on cosplay. The cosplay lounge, specially designed for the event, will be presented by cosmetics brand essence, which is continuing to expand its involvement in the gaming world, which it started at the end of 2023.

With only a few days to go until the debut of gamescom latam, the organisers are still surprising us with interesting innovations. The South American offshoot of the world's leading games fair in Cologne will also feature a special cosplay area. While gamescom in Cologne has an entire cosplay area, gamescom latam is limited to a cosplay lounge, at least this year. However, it does have a sponsoring partner in the form of cosmetics brand essence.

"The introduction of such a significant space in partnership with essence, a market leader for the gamer and cosplay community, reflects our commitment to providing a special and inclusive experience for all participants," says Gustavo Steinberg, CEO of the event. "It will be wonderful to see the creativity and passion that the cosplayers will bring to the first gamescom latam."

Besides being a meeting point for cosplay interested visitor, the lounge will feature the support of Cossup, a team specialized in services for cosplayers. The area will offer support with makeup, wig and hair adjustments, and costume modifications, ensuring that participants can maintain their perfect visuals throughout the event.

It comes as no surprise that the essence brand is positioning itself as a sponsor of the gamescom latam cosplay lounge. cosnova, the company behind the brands essence and Catrice, had only just developed a long-term and international Twitch strategy at the end of last year together with the German advertising agency Jung von Matt Nerd, which specialises in the gaming environment. The first streams from the cooperation went online in Germany, France and the USA in December. After an initial review in March (in German), it was clear that the campaign should be extended to other countries and regions, including South America.

Sponsoring the gamescom latam cosplay lounge seemed to be a good opportunity to expand activities. Yu-Ting Liu, Director of Digital Brand & Community Experiences at cosnova, said in March: "Internationalising our brands is one of our key goals for the next few years. In addition to strong sales, we are focusing on digital channels and community-centric growth, for example on TikTok, Roblox or Twitch. Developing communities that our competitors overlook and then quickly activating them is deeply rooted in the essence of our digital thinking!"