These “beauty boys,” as they’re sometimes called, are not just being accepted into the mainstream beauty world. They are helping to give the cosmetics industry a much-needed modern makeover. Read more at The New York Times.
Read More“The Paris-based beauty brand has tapped 15 digital influencers to take part in a yearlong program, ‘L’Oréal League,’ where fashion meets art blogger Pari Ehsan of Paridust to former Miss USA Olivia Culpo will create content and promote L’Oréal Paris across their social channels.” Read more at WWD.
Read More“L’Oréal Paris has created with YouTube’s support BeautyTUBE, billed as an online beauty academy that’s an incubator for rising talents in France, WWD has learned. For its first edition, going live in June, 10 people were selected through YouTube for their personalities and viewpoints on beauty—comprising all product categories and style.” Read more at WWD.
Read More“Makeup is a learned skill. Most of us had to seek guidance from a sister, a friend, or a stranger behind a beauty counter. Now, things are changing. The internet and social media have replaced this intimate experience with far more efficient tools. While there are no hard-and-fast statistics on the matter, it's clear that the youth of today is learning about beauty from the ‘beauty gurus’ of Instagram and YouTube.” Read more at Refinery29.
Read More“Men are not well-represented in the beauty industry — just take a glance at the makeup ads in the latest issue of Vogue or Glamour. But many male beauty bloggers have developed huge followings regardless, riding a cultural wave that encourages the blurring of traditional gender boundaries.” Read more at Mic.
Read More“According to a new study published by the Fashion and Beauty Monitor, U.S. and U.K.based companies see influencer marketing as such a crucial advertising tool that budgets dedicated to it are projected to increase a whopping 59 percent in 2016. The majority of the respondents claim that their respective companies already work closely with influencers on paid projects and placements.” Read more at Fashionista.
Read More“L2’s 2015 Beauty study finds the influence of vloggers is stronger than ever as they dominate results for branded beauty searches on YouTube. The beauty gurus own 65% of first-page video results for branded search teams, overshadowing organic search real estate controlled by brands. But not all is bad news for brands.” Read more at L2 Inc.
Read More“Ipsy is investing heavily into building up its already 10,000-person-strong network of amateur beauty vloggers. Together with Ipsy’s in-house stylists, they generate 300 million social media impressions a month for the company. Ipsy gets exposure (it has so far done very little paid advertising) and more views of its ad-embedded YouTube content.” Read more at Fast Company.
Read More“Both niche and legacy brands are finding that vlogger product reviews, customer comments and compelling editorial content across their own platforms are more financially efficient ways of marketing their brands, engaging customers and above all, driving sales.” Read more at Business of Fashion.
Read More“Michelle Phan has parted ways with L’Oréal, buying her own beauty line from the company. Em Michelle Phan has been sold to Ipsy – a company co-founded by Phan herself. Phan first partnered with L’Oréal as the first official video make-up artist for Lancôme and launched her cosmetics range in 2013. At the launch, she referred to Em Michelle Phan as ‘a dream come true.’” Read more at Cosmetics Business.
Read More“Lisa Eldridge moves quickly and quietly, her bristle brushes and eyebrow pencils, shadows, serums and powders all ready and in order. Her gentle voice flows as she begins to apply a Fusion Beauty smoothing concealer across her face. Eldridge is creating a look for her YouTube channel, where she has amassed over a million followers.” Read more at Business of Fashion.
Read More“A YouTube video featuring vlogger Ruth Crilly giving tutorials about makeup has been banned by the advertising watchdog for not making clear it was sponsored by Max Factor. The video appeared on the Beauty Recommended YouTube channel which is run by Procter & Gamble-owned cosmetics brand Max Factor.” Read more at The Guardian.
Read More“Police have warned shoppers about the risks of using fake beauty products. But they’re not the only potentially dangerous cosmetics—these homemade alternatives to expensive products could also do more harm than good.” Read more at The Telegraph.
Read More“New-media celebrity Michelle Phan has announced a premium video network called Icon. Together with Endemol Beyond, Ms. Phan created Icon, a lifestyle network that aims to help you ‘be your best self,’ according to a promotional video on Youtube. The network debuts in the U.S. and U.K. today and will roll out in Asia and Western Europe later this year.” Read more at Ad Age.
Read More“A group of YouTube beauty experts are adding a professional touch to their videos. Collective Digital Studio has launched a program with Smashbox through which style influencers will shoot at the latter company’s top-shelf studio space.” Read more at Tubefilter.
Read More“The company is launching its own media site, BeautyCon.com, which will aggregate content from influencers on Instagram, Vine, Snapchat and YouTube and provide original content about style, beauty and pop culture topics that are trending online.” Read more at the Wall Street Journal.
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