Women’s hypersexualization is everywhere; scantily clad women, voluptuous and suggestive bodies, plunging necklines, or extremely short skirts are just stereotypes that we see more intensely in the gaming world.

This reality impacts girl gamers who don’t relate to these characters created by this industry.

Guaraná, in its search for a more inclusive world, sides with all-female gamers so that they feel genuinely represented with the avatars or skins they use in their favorite video games.

For such a long time we have seen women’s hypersexualization in different media: magazines, movies, TV shows, music videos, and so on. To top it all, now we see that in video games: a world where thousands of girls and young female people don’t feel identified with the skins they use to play.

Guaraná created Shed Skin to establish a movement where the world puts an end to female stereotypes in gaming. We hope to change the virtual world with the expectation to change the real one.

Shed Skin is an initiative that points at visible hypersexualization as a real problem in the gaming industry. The idea starts with the change of girl’s skins. Then, we created a series of skins inspired by them, aiming to make them feel truly represented and identified with their favorite video games.

Make a different statement in a fully hypersexualized gaming and video game industry, such as Epic Games with Fortnite, and Gerena with FreeFire, among many others, where this problem is evident.

We need to create a movement against the hypersexualization on gaming, that has been ruling this world by creating tailor-made skins for girl players. Guaraná, a soft drink brand for young people change thirsty, made it possible in Core, a free-play platform which all people can create their own world and their own skin.

The idea begins by gathering a group of young female gamers together with a female illustrator. Coming from a non-conformity mind, they feel videogames don’t mirror them like real girls. So, they created new kinds of skins far away from stereotypes.

After that, we brought experts in 3D modeling and animation to Core. A platform where gamers could create the video game worlds they wanted with their characters and skins. There we created the world of Guaraná, where we brought to life the skins created by our female gamers.

Then we shared this initiative on Reddit to create hundreds of conversations around the hypersexualization. We needed to start a new conversation about the role that girls play in video games. We challenged the most famous games, such as Fortnite and Free Fire, to join our movement.

Views: 1.2M

Reach: +2M

Earned Media: USD 100K

Interactions: +300K