Vloggers Controlling The Narrative In The Cosmetics Industry
Gone are the days in which advertising focuses predominately on commercial content, as today's society demands a more personable and imaginative online presence from beauty brands.
An overwhelming number of today's cosmetics consumers have turned to the advice of makeup vloggers in an attempt to satisfy their desire to learn which brands are best, how to wear certain products, and if certain products are worth purchasing.
A survey taken by the Advertising Age in 2014, found that makeup vloggers not only appeal to viewers through their ability to show viewers how to use a product, but that makeup vloggers also control approximately 97% of conversations surrounding beauty and brands on Youtube. The survey also found that about 47% of the Youtube subscribers that watch beauty videos and tutorials are between the ages of 25-34 years of age.
Since viewers are no longer enticed by commercial content, beauty brands may begin to seek a means to penetrate the conversation by operating their own Youtube channel. Some of the best practices consist of insuring that there is plenty of content to work with, developing a solid mix of different videos, maintaining management over the channel, and interacting with the Youtube audience in order to build consumer trust and intrigue amongst the Youtube viewers.
Makeup vloggers such as Zoella and Michelle Phan, have found success in finding their own individual voice and presenting in an authentic manner, in which consumers and viewers are drawn too. Both Youtube sensations claim it is important to approach their audiences in a non-authoritative manner and to encourage a dialogue amongst their viewers. Phan, who earns approximately $19,779.77 a month based on her Youtube channel alone, focuses her mission behind her videos around three words-"community, connect, create."
Youtube's top beauty vloggers have about ten times more videos on their channels than beauty brands. It is important to keep in mind that shorter videos spread brand awareness while longer videos build credibility and consumer loyalty. According to statistics derived from Pixablitiy's big data analysis, Youtube's most successful beauty brands vary video lengths five times more often than some of the less successful beauty brands. Bourjois and MAC are two brands that are making headway in timeliness and storytelling.
Developing powerful and effect storylines, as well as creating ideas for upcoming holidays, special events, and festivals can give beauty brands an edge when promoting products. This edge will translate to consumers and deliver to them what they are looking for and what they often turn to vloggers to find. For example, both Bourjois and MAC have taken advantage of the timeliness of events by creating specific products for the season, as well as creating video tutorials to show how consumers can obtain the look.
This sort of narrative creates a parallel between the makeup vloggers and the beauty brands that create easy follow-along viewing tactics that Youtube beauty subscribers are drawn to. In fact, Phan has claimed that making note of timely events and choosing topics based on request from her viewers has been the gateway to her success in creating makeup vlogs.
Dior is also another front runner in executing creative and groundbreaking videos, which they publish to their brand's Instagram page, receiving over 50,000 likes for a recent Instagram video featuring Rihanna. The video's storyline creates a sense of mystique and glamour, as Rihanna is featured running and strutting in a sequinned dress through a mesmerizing night in Versailles.
There are numerous pros as to why cosmetic companies should invest their time in creating a Youtube channel and finding valuable talent to maintain their channel. Videos have proven to engage consumers more so than text. Providing a personal look into the business creates a certain level of trust that endears consumers to brands and products alike. It is important to take into consideration the saying, "you are your business," because associating a face with a brand creates customer loyalty and promotes growth within the company. Therefore, in order to generate further brand adoption, it is vital for beauty brands to approach vlogging and social media with a sense of enthusiasm and imagination.
With the important role that social media and online presence plays in creating brand loyalty and awareness in the cosmetics industry, it is important for beauty brands to understand just what consumers want- to know the product, how they can use it, and whether the product is actually worth purchasing.
In a recent keynote address at the Women's Wear Daily Beauty CEO Summit, Group President at P&G Global Beauty, Deb Henretta said "Beauty consumers are in charge and that's energizing. This is why it's an exciting time to be in beauty. We must engage with her as critic yet consumer, creator yet user, as media and our muse. It's a tall order, but it's essential if we want to keep our industry relevant, connected and growing."