MAYBELLINE NEW YORK LIFTS LID ON DISCRIMINATION IN AUSTRALIAN GAMING INDUSTRY
Maybelline New York has today launched a campaign, Through Their Eyes, to showcase the lived experience of the alarming discrimination facing women, non-binary people and other LGBTQIA+ communities in Australian online gaming.
The #1 makeup brand in Australia is lifting the lid on the devastating impacts discrimination is having on gamer mental health, as part of their Brave Together program — a global initiative committed to destigmatising the conversation around anxiety and depression, and increasing accessibility of support for all impacted.
The campaign comes off the back of a 2023 Bastion Insights National Gamer Survey looking into the level of discrimination across all genders in the Australian gaming space which sparks serious concerns about the safety and inclusion of gaming environments, particularly for female-identifying players.*
Results from the survey revealed 83% of female-identifying gamers have directly
experienced and/or observed offensive behaviour or language while online gaming, 73% would consider the harassment they receive online as severe, and 76% of female-identifying gamers feel harassment and discrimination in online gaming is unsafe.
Maybelline Marketing Director, Alexandra Shadbolt said the discrimination facing women, non-binary people and other LGBTQIA+ communities in Australian gaming is alarming.
“Data from Digital Australia’s 2022 Report showed us that women over the age of 18 make up 46% of Australia’s gamers, so we know female identifying make up a significant amount of Australia’s gaming space,” Ms Shadbolt explained.
“It’s unfair that such a significant portion of this community, along with non-binary and other LGBTQIA+ players, are facing the wrath of constant discrimination, bullying and harassment in an environment that should be bringing them fun and enjoyment.”
The Bastion Insights National Gamer Survey also revealed that more than 50% of female-identifying gamers feel the harassment they receive online gaming has a negative effect on their mental health, and more than 75% feel this impacts their enjoyment of gaming.
Tracey Campbell, Director of Marketing and Fundraising at ReachOut said online spaces can be positive places for young people but can also breed discrimination, bullying and harassment.
“Online spaces can be positive places for young people to learn, relax and connect with their communities. And, we know that gaming has many positive impacts on the lives of so many young people across Australia that love it. However, young people also tell us at ReachOut that they also experience things like discrimination, bullying and harassment online.
“ReachOut continues to call on online platforms to do more to make their products safer spaces for young people.
“We also encourage young people and their parents to take a proactive approach to staying safe while gaming, and to seek support if they need it from places such as Kids Helpline, ReachOut and the eSafety Commission.
Despite being one of Australia’s most prominent female gamers, 26-year-old Amber — best known by her gaming username “PaladinAmber” — is aligned with the 55% of female-identifying players surveyed who admitted to turning off their microphones when playing to avoid harassment.
“I’d say I have experienced hate in gaming ever since I started playing first-person shooter games back in highschool,” Amber explained.
“We’d often play in teams of three or four and it was unheard of for one of those players to be female. I used to wonder why, until I would see female-identifying players booted from group games with abuse rallied at them from the other players. Since witnessing this, I just got into the habit of playing under aliases so people couldn’t see my gender.
“It’s really heartbreaking to see a space that I just love playing in and brings me so much joy, also be able to bring me so much resentment and sadness. The sorts of comments thrown at women, non-binary and LGBTQIA+ just wouldn’t see the light of day in so many day-to-day environments but from behind the security of being online, the abuse can be horrible.”
To showcase the reality of these findings for the campaign, Maybelline ran a simulation with prominent Australian male gamers, Joel “JoelBergs” Bergs and Drew “DrewD0g” Warne. The two players participated in a first-person shooter game with female-altered voices and fake female profiles to see the experience through female eyes. Within less than two hours of game play with altered voice, the male players are bombarded with abusive comments whilst well-known female-identifying gamers watch on, finding similarities to the discrimination they face in their own experiences.
To learn more about Maybelline New York’s Through Their Eyes campaign and view the film, visit maybelline.com.au/throughtheireyes.
Young people concerned about their mental health can call a crisis service such as Lifeline (13 11 14), Kids Helpline (1800 55 1800), visit ReachOut.com for information and support, or make an appointment with a GP or mental health professional.
*Survey conducted by Bastion Insights in February 2023 across over 600 Australian gamers
aged 16+.
Safe Reporting
Media are encouraged to refer to the Mindframe guidelines when reporting about mental ill health.
About Maybelline New York
Maybelline New York is the number one makeup brand in the world** and is available in over 120 countries. By combining technologically advanced formulations with on-trend expertise and New York edge, Maybelline New York’s mission is to offer innovative, effortless, and affordable cosmetics for every one.
Maybelline New York’s brand purpose is to give everyone self-confidence to express their beauty, to play and to make change. Through their Brave Together initiative, Maybelline are committed to destigmatising the conversation around anxiety & depression, whilst increasing accessibility of support to all; in conjunction with their NGO partner Reach Out.
L’Oréal Groupe’s Diversity, Equity & Inclusion Mission
Maybelline New York is part of the L’Oréal Groupe. The L’Oréal Groupe’s objective is to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully and equally. For over a century L’Oréal has been dedicated to one sole vocation: creating beauty. Our goal is to offer each and every person around the world the best of beauty: for all skin and hair types, all genders, all identities, all cultures, all ages.
● It means developing formulas that ensure quality, efficacy, and safety for all of our consumers and their specific needs
● It means celebrating the infinite diversity of beauty in our advertising
● It means working to eliminate bias in algorithms
● It means recruiting diverse teams and prioritising inclusive leadership and management
● It means partnering with responsible suppliers who share our commitments
Diversity, Equity, and Inclusion fuel the innovation, inspiration, and ambition that help us to create the beauty that moves the world.
