Guild brings brands together for Laps, Lips & Tips to celebrate International Women’s Day
Given Guild’s legacy in providing opportunities for women in gaming, we put on a celebration for International Women’s Day at the Sky Guild Gaming Centre.
Championing the global theme of #AccelerateAction, Guild brought together the worlds of gaming, motorsport, beauty and wellness in an inclusive space designed to drive real-world change - inspiring confidence, connection, and momentum for women across industries.
Objectives
Accelerate action by empowering women through beauty, wellness and gaming
Champion self-expression in traditionally male-dominated spaces
Foster inclusive, community-led experiences that spark confidence and collaboration
Showcase the opportunity for beauty brands to authentically connect with AD16-34 women in gaming
Execution
Guild opened up the Sky Guild Gaming Centre to the women in gaming community and offered them free sim racing (laps), beauty brands provided free goodies (lips) and together with Motorsport Woman, we hosted a panel session with experts from the gaming, beauty and racing industries, as well as advice from breast cancer awareness charity CoppaFeel! (tips).
Barry M were on hand to provide makeovers & tutorials to boost confidence, Kiehl’s put on a skincare masterclass to address skin health for screen-heavy users. Malin+Goetz provided hand & arm massages to relieve sim racing and real-life motor-racing tension.
Additionally, Lucozade provided free samples of Lucozade Alert to keep attendees energised, which contributed to over 600 product samples distributed across the various activations.
Guild amplified reach by inviting five influencers to the event, with 25 pieces of content shared across Instagram and TikTok.
Summary of Results
Of the 150 attendees, 42% were first-time participants in a gaming event
95% of attendees felt more confident after the events
68% were ‘very likely’ to purchase sampled products
Event promotion gathered more than 2 million impressions online
Influencer content contributed to 274,000 total rach, with a 7.2% engagement rate
Cassie ‘GeekyCassie’ Hughes said: “It wasn’t just about beauty. It was about belonging. That feeling is rare in gaming spaces.”
Guild Senior Campaign Manager Dhara Barchha said: “Events like Laps, Lips and Tips are essential for the women in gaming community, create safe spaces to be vulnerable, connect authentically, and show up as their true selves. At Guild, we’re proud to champion more experiences like this that unite gaming, beauty, motorsport and wellness under one powerful, inclusive umbrella.
