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Brief Published: 9 Dec 2014

Vlogger-Inspired Beauty Packaging

Charlotte Tilbury's Supermodel Genius Tutorial Video Box

Media-enhanced packaging is drawing inspiration from the rolling popularity of online beauty tutorials posted by influential vloggers. One such example is celebrity make-up artist Charlotte Tilbury’s newly launched digital beauty box, which primes consumers with an in-depth tutorial in time for the festive party season.

The Supermodel Genius Tutorial Video Box – which has been designed to look like a vintage jewellery box – includes a small digital display in the lid which plays a video tutorial when opened. 

The contents of the beauty box promote the stylist’s latest range, which was inspired by “the heavenly supermodels of the 1990s and the trailblazing icons of today’s catwalk”, such as Linda Evangelista and Cara Delevingne respectively. The line provides consumers – with £200 ($312) to burn ­– with the tools and products to create a strong smoky eye and nude lip combination that channels the “legendary make-up of these perfect, glamazon women”, according to Tilbury.

The tutorial features Tilbury applying the make-up on a model in a step-by-step guide typical of online beauty YouTube superstars such as Zoella (whose recently launched book was the fastest-selling novel since records began, shifting 78,109 copies in one week). Indeed, the phenomenal influence and popularity of online millennial beauty tutorials and their influential stars has inspired the mid and luxury-level beauty markets to follow suit. See more in YouTube’s Beauty Advocates, which details how the influence of peer-to-peer advice is shaping millennial, men’s and mature market beauty spending.

A similar strategy by Yves Saint Laurent Beauté sees beauty tutorial strategies enhance the in-store experience. The French luxury fashion house’s beauty arm partnered with UK department store Selfridges and Google Glass to provide makeover clients with detailed, personalised video tutorials. Read more in YSL Google Glass Tutorials, Selfridges.

Tilbury’s digitally souped-up box also demonstrates how brands can further enhance the consumer experience with interactive packaging. Read more about how easy-to-integrate media technologies like this are turning packaging into a front line for advertising and content in Packaging Futures: Media-Enhanced