Home  › Media › Video
youtube-loreal

L'Oreal Sponsors Beauty Channel on YouTube

  |  July 29, 2010   |  Comments

"Destination Beauty" aims to draw fans of popular video bloggers in the beauty space.

youtube-lorealYouTube and L’Oreal Paris have teamed up to create a new video channel that aims to be a one-stop shop for fans of the most popular video bloggers in the beauty space.

The channel, Destination Beauty, is part of a year-long program that will feature content from partners like makeup tutorial phenom Lauren Luke, makeup artist Kandee Johnson, and Seventeen Magazine.

The content is sponsored by L’Oreal, which Google says will put its weight behind getting consumers to the site through ads on YouTube as well as across the Google Display Network, which includes sites like women’s fashion destination Elle.com. Global media agency Universal McCann helped develop the campaign.

Ryan Olohan, Google's beauty industry head, said the channel was launched in part because of “the explosive growth of online video - especially on YouTube - for beauty.“

YouTube recently surpassed the two-billion-views-a-day mark. And Destination Beauty’s target audience includes any woman 18 to 54 who is watching those videos online, he said.

Google/YouTube does not break down viewership by gender, but it’s still safe to say there’s a substantial audience for beauty video content. In fact, 15 of the most viewed channels in the category on YouTube are tagged as "Beauty."

What’s more, Lauren Luke’s channel, Panacea81, has nearly 85 million total upload views to date; Kandee Johnson’s channel boasts nearly 51 million total upload views; and Seventeen Magazine’s channel has 38 million total upload views.

“Destination Beauty is a compilation of all this great beauty content that is happening out there, consolidated into this hub,” Olohan said.

Over the course of a year, weekly videos will feature tips on anything related to beauty - from skincare and eye care to imitating celebrity looks. The videos will also include seasonal content.

While L’Oreal products will be featured in the videos, Destination Beauty partners will not be limited exclusively to L’Oreal brands.

“What makes this partnership so special is that (L’Oreal) understands that people are looking for tips regardless of whether they’re L’Oreal products or not,” Olohan said.

For its part, L’Oreal says video bloggers in the beauty space are much more accessible to everyday women than magazines because bloggers actually demonstrate how to put looks together. And while L’Oreal says it has sent products to the content providers, inclusion is at their discretion.

Olohan concedes there are lots of other sites to choose from when looking for beauty content online, but he also says Destination Beauty has one distinct advantage here: The sheer scale of the YouTube audience.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...