US beauty brand Bobbi Brown has created an online beauty channel on YouTube, specifically targeted at millennial consumers.
Launched today (September 9), I Love Makeup features comedies and lifestyle programmes as well as more typical tutorials and makeovers. Original content includes Make Up and Go, which exposes the make-up routines of different beauty gurus, and touring makeover slot Haute Wheels. The channel also aggregates content from social media sites Twitter, Facebook, Instagram, Pinterest and Tumblr.
The brand’s eponymous founder said the channel is intended to communicate with young consumers where they live: online. “I noticed that a lot of artists were already using my products in their videos, so this all evolved organically,” Brown told fashion and beauty newswire WWD.
Brown aims to attract 100 million internet views in the next 12 months – essentially by avoiding an advertorial tone in favour of impartial, free-form content. Videos are unedited and the channel also features beauty labels other than Bobbi Brown. “This isn’t about Bobbi preaching or about product infomercials,” explained Maureen Case, president of Bobbi Brown. “Millennials don’t want to be marketed to. They want to do the discovering.”
Personalities with existing high profiles on YouTube – such as Chinese vlogger Weylie Hoang and LA-based make-up artist Claire Marshall – are producing many of the broadcasts. “Bloggers have become very important in the beauty world, especially with the increasingly influential younger consumer,” Brown said.
For more on the power of bloggers, see New Brand Ambassadors, The Social Sell (Anywhere Retailing) and Best of the Blogs: Beauty. See also Future Beauty 2013 and Selling Beauty Online for more on beauty retail strategy, and Millennials: The Next Normal for additional information on targeting this demographic.