Sam Blumenthal

The Twitch channel for women’s esports festival Girlgamer typically broadcasts livestreams of its all-female competitions for games like League of Legends, Valorant, or Counter-Strike: Global Offensive. But on August 16, it will have something new: a Charlotte Tilbury beauty tutorial.

Even a small rise in score, such as an increase from 4.2 to 4.4 stars, often produced a meaningful improvement in sales. Across the 55 categories, the total growth opportunity—the cumulative sales increase that could be attributed to improvements in products’ star ratings—was 37 percent over the span of the growth horizon. This opportunity varied... See more