Beauty brands get on trend by teaming up with vloggers

Popular beauty vloggers help brands connect with consumers on a more personal level

With promises of celebrities revealing their top beauty tips, guaranteed confidence boosters, skin shining secrets and tips on how to get a body glam-over, beauty magazines have historically been the to-go-to for girls to access their own DIY versions of Hollywood glamour. Nowadays, YouTube is filled with a plethora of talented hair, make-up, and nail experts who, via video tutorials, guide their audiences through the best ways to get the most out of their beauty must haves. These tutors, aka vloggers, have propelled themselves into the forefront of the beauty industry.

YouTube’s vlogging big hitters have reportedly amassed a larger fan base than One Direction, and include the likes of Zoella with 7.5 million followers, along with Tanya Burr and Bethany Mota who have more than 10 million subscribers between them. These vloggers, many of whom deliver tutorials from the comfort of their bedrooms, are young, knowledgeable trendsetters with expansive and receptive audiences who trust their opinions.

. . .

This is a small extract of the full article which is available ONLY to subscribers. Subscribers sign-in (top right) to read the article.


Subscribe now to Cosmetics Business