How the big brands cash in on YouTube’s beauty vloggers- Prosyscom

Facebook will stream exclusive live Major League Baseball games for the first time- Prosyscom
March 14, 2018
what happens when your contact details get famous
March 14, 2018


In late January, a troupe of makeup obsessives were sent on an all-expenses-paid trip to paradise.

The YouTube beauty “gurus” – whose makeup tutorials have amassed them almost 30 million loyal viewers – were flown by the cosmetics brand Benefit to Soneva Jani: a Maldives resort where a night’s stay ranges from US$4,000 to US$15,000. On the final night Benefit announced the reason for the gathering: a new mascara that retails for US$24.

“Press trips” like these, once the domain of lucky journalists at mainstream media companies, are now the ultimate marker of social media influence. They’re at once a reward for vloggers and an opportunity for brands to be mentioned on their YouTube channels – product placement that can otherwise cost thousands of dollars a post.

The YouTubers on the trip were not Benefit loyalists. Take Chloe Morello, for instance: one of Australia’s most-watched YouTubers with more than 2.4 million subscribers.

Morello and her husband vlogged the Maldives trip, which doubled as their honeymoon, during which she demonstrated to her fans a “vacation makeup routine”. This featured eight brands, including Benefit, her own line Face Halo, and Tarte – a brand that last year flew her and other YouTubers to Bora Bora. She also took the opportunity to plug her new collaboration with Pixi: a face palette and lip gloss that she’d unveiled on her channel four days earlier.

For the savvy content creator, there’s a constellation of potential income streams in the beauty world – and those with the most lucrative careers are able to mix and match.

‘Can’t wait to see your post!’: the pressure to play nice

Michael Finch is a 21-year-old, Brisbane-based beauty guru who has been filming makeup tutorials and product reviews for four years. He belongs to a growing community of male beauty YouTubers, who include names like Patrick Starr, Manny MUA, Jeffree Star and James Charles, who became the first male CoverGirl ambassador in 2016.

قالب وردپرس

Skype
%d bloggers like this: