Social media sites such as Instagram and Youtube are hotbeds for new artists and the world’s most renowned labels know it. Among them, L’Oreal Paris is the one that is taking the most out of the Internet celebrities and beauty gurus, and is now taking a step forward into the tech industry. The French brand is, in fact, officially joining forces with Youtube, launching BeautyTube, a new channel for French beauty vloggers.
According to the WWD, L’Oreal Paris and Youtube are investing in what could be regarded as an online beauty school for vloggers, which will not only teach the ins and outs of the industry, but also some business and marketing sort of lessons on how to build a successful Youtube empire. The ten chosen lucky girls (who were selected based on their talent, potential and opinion on beauty matters rather than on their follower count), will enroll in the program for six intense months, which will be filmed and aired weekly on the L’Oreal Paris France’s Youtube channel. For the first ‘episode’, we will have to wait up until June.
Each one of the ten participants will receive a BeautyTube diploma at the end of the program in December, and will enroll in the second part of the course, which, above all, will require them to recruit the next ten talented beauty gurus. Whether these next ten lucky people are going to be French or international, is still unclear.
“We feel as the leader of cosmetics in the world that we have to deliver the best-quality content in beauty to our consumers. One way to achieve this is to train the new beauty YouTubers, because today we know that our consumers are looking for more and more recommendations and advocacy with YouTubers;” a spokesperson for L’Oreal Paris told the WWD.
L’Oreal Paris is one of those labels that have always invested a lot and never stopped looking for new ways of working with the most followed beauty gurus on the Internet, and subsequently browsing through their followers’ opinions on specific products to see whether they had to be improved or not. It was exactly L’Oreal Paris that was the first to announce a fashion blogger as its digital brand ambassador, the lucky girl being Kristina Bazan from Kayture.
By investing in a six-month-long reality show/beauty program, L’Oreal Paris will not only try out a new format and see how it goes, but will advertise its products for more than 180 days. Whether one looks at it as a smart way to advertise L’Oreal products or a sincere way to invest in potential lifelong beauty partners, it is indeed a once-in-a-lifetime opportunity for those who will attend the course, and many non-French beauty gurus are already hoping and asking for an international version of the program. Not for nothing, besides learning new skills the gurus will also earn a lot of money.