YouTube vs the Beauty Industry

Can we talk about makeup for a minute? Recently it has taken over the world. I noticed in the larger department stores having more than five major makeup lines is the new normal. And not having makeup at all is an abomination. I could see why most women and a few men walk around like living Barbie dolls. Not in a bad way, but in a noticeable trendy way.

Makeup has grown from a few brands to a range of eyeshadow companies to lipstick franchises. Well, makeup doesn’t go that far, but it has become very major thanks to the video uploading site, YouTube. YouTube hosts thousands of makeup artists with millions of tutorials. On YouTube, one can find a series of ways to apply concealer or how to look like Kim Kardashian.

YouTube has helped bring some of the most popular makeup brands to the forefront. No longer are L’Oréal, Estee Lauder, and Clinique the main products used in the beauty industry. The boundaries had been pushed by make gurus changing the style of an everyday look. From kiddie makeup to professional brands it is possible to get a look out of anything.

YouTube makeup gurus are usually women in their early twenties who are also entrepreneurs. Young women teach other young girls or younger women how to be beautiful. This may have raised brows from people who think these YouTubers are brainwashing little girls, but for businesses it is the perfect opportunity.

The little girls fascinated with beauty need the materials to start their brand-new beauty regimen. As much Cover Girl and Maybelline were good for starters, they weren’t what most gurus were using to get their complete look. Makeup gurus were using $21 lipstick and $30 eyeliner.  Brands such as Anastasia and Kat Von D became hot once they were promoted on these beauty channels.

Granted there have been a few celebrities that helped market the brands. I looked up Ciara, the R&B singer, and got several results for a makeup tutorial for her whatever she was doing on a certain day. I probably did see her and didn’t think the look was grand, but her look was worth someone making a seven-minute video about it. Celebrities help push the YouTubers to make a video who later cause people to buy products. The circle of consumerism is everlasting, but for a perfectly great cause. New looks are trendy and trendy get views on YouTube and because of YouTube people buy more makeup, and the circle goes around again.

The beauty industry is over 60 billion dollars with almost free promotion for young girls. Cosmetic companies are partnering with the young makeup artists, some companies are even beginning to create new products based on the younger audience. It makes perfect sense. The big companies noticed a few things:

  1. YouTubers, unlike Celebrities, engage with their audience.
  2. Fans like to be acknowledged.
  3. No longer do people just follow their favorite personality, they become friends with them through an online relationship.
  4. The consumer can be just as valuable as the person trying to sell.

A long time ago before YouTube, there weren’t many ways to learn about makeup. The only way to learn was to read a book or to go to school. Nobody has that much time in their lives to go to school just to learn how to apply eyeshadow. The makeup advice on YouTube makes it easy to learn a cute look in less than ten minutes. Once that look is mastered it feels as if anything is achievable; the best part is you save a lot of time.

The makeup industry grew as more YouTubers found ways to complete a look and pass the knowledge on to others. The vast amount of information available to people today. Even though I admit there are several ways to put on mascara, the tutorials are useful for people out there searching for help.

The looks that were created on YouTube became the standard of beauty. Everyone wants to look like whatever girl can do the “no makeup” makeup look the best. Granted anyone can create their own style, but it won’t feel good enough unless it’s the look everyone else is wearing. This is very similar to every trend ever except no one is ever going to wear the same products; and no are the products going to be applied the same way.

Not only is YouTube changing the standard of beauty but is also helping in the demand for more makeup. Urban Decay comes out of with a new palette every few months. Most of the shades are same, but when the demand is high, there are only but so many colors a company can come up with. To keep up with the times is to give the people what they want even if it isn’t your best work.

Frankly I have seen similar pigments of browns at every beauty line. Not only is it original, but it works. People like to buy what they know and if that mean they trust NARS and not NYX then so be it; though the price might vary a tad bit or a lot.

For many young makeup artist starting out, buying hundreds of dollars’ worth of makeup is not cost efficient.  YouTube over the years has helped young people find makeup that is cheap and still looks good. This is probably one of the main reasons why Milani had become popular recently. The drug store brand looks nice and is under $12. Credit has to be given to the “haul girls” who post the most about what kind of makeup they use. “Haul girls” buy makeup and post videos on everything they bought on a shopping spree.

Beauty vloggers have 10x more videos than most beauty companies; and interesting videos.  Along with the videos there is 7x more content. There is no room for generic product placement anymore, people are not interested. YouTubers do better than commercials.

Although a lot of brands have become popular over the past few years, many beauty videos on YouTube are not branded; 97% percent of YouTube beauty videos are not branded. This is concerning to big beauty companies. One person in YouTube can control the business. If a makeup company is doing well, it can change once another product is being advertised more in people’s faces.

It’s not that big beauty companies aren’t trying. There are plenty of Rimmel London and Revlon commercials to spear. As much as celebrities’ endorsement worked a few years ago, it doesn’t have the same effect now. The style is played out for the new generation of kids. With that being said, the advertisement feels dead, as if the people making it is a zombie and wants to turn everyone else into the walking dead. Most women on YouTube are watching how-to’s more than makeup ads anyway.

Women watching more how-to’s is not surprising. YouTube is not television and shouldn’t be treated as such. Most YouTubers’ videos come off as a casual conversation. The personalities are bubbly and fun. These people get people excited about makeup.

There is room for false advertising on this platform. Viewers can see exactly what they are getting and how it works. The reviews are not testimonials, but real people using the product. People are likely to buy a product endorsed by a YouTuber.

It is hard to ignore the fact that YouTube has completely changed the way of advertising Makeup.  Here’s what has changed:

  1. Young women are selling make-up.
  2. People are attracted to people they can relate to.

Not all companies are falling behind on the times and keeping stale advertisements. Makeup gurus receive products from many companies. It’s not hard to find a YouTuber who uploaded a video staying this company sent me this.

Makeup is a huge part of our society and YouTube helped push looks and represent brands by allowing millions of videos by thousands of uploaders to be seen by many.

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