Cosmetics firm L’Oréal and online video platform YouTube plan to create cosmetics-focused content together. For the French company, this is a way to compete with the independent vloggers that currently dominate the market.
Increase visibility
Ad agency Pixability says these independent content creators generate 97 % of all YouTube-related cosmetics views as they produce ten times as much content as the major brands do themselves.
L’Oréal has now decided to launch a virtual beauty school, together with YouTube, to take back a bit of that visibility. The company offers ten vloggers the opportunity to get a six month education that starts in the summer, learning how to create content and how to broaden their audience.
Once the program is finished, these vloggers should help to drastically increase L’Oréal’s presence on YouTube. The cosmetics company will also create several documentaries throughout the program and broadcast those on its own YouTube channel. L”Oréal hopes these pretty much unknown vloggers can add authenticity to the project, what would not be the case if it did something itself or if it hired a celebrity.
