Industry/Sector: Beauty & Fashion

A Day in the Life Of: An Influencer and Brand Ambassador by Bree Brouwer

Cassandra Bankson: A Day in the Life Of an Influencer and Brand Ambassador

The world of online video and influencer marketing can be a tricky one to navigate. Both parties need to match in tone, message, goals, and more if they want to reap the most benefits of their partnership. We talk to superstar influencer Cassandra Bankson on how she works with top brands like Maybelline, Clairol, and NYX....

Beauty on YouTube: Brands, Influencers and the Millennial Woman

Did you know that Sephora’s YouTube audience is 2.5x more engaged than the average YouTuber? Or that Kat Von D’s audience is 4x more likely to engage in her Sephora content than the average YouTuber? Find out more about Beauty on YouTube when it comes to brands, influencers and the Millennial Woman....

How YouTube Channel CuteGirlsHairstyles Turned a Hobby into a Brand

CuteGirlsHairstyles, a YouTube channel dedicated to recreating hairstyles, has 3.7M subscribers. But what makes it really unique is how the family behind the videos built a brand out of a hobby. Now their twin daughters are finding success on YouTube too - and brands are racing to work with the family....

How GoPro and ULTA Beauty Get Video Embedding Right

We take a look at two brands - GoPro and ULTA Beauty - who have found a rewarding way of embedding YouTube videos and playlists on their sites. It's a video marketing strategy that has benefited both their websites and their YouTube channels....

‘First Kiss’ Most Viewed Video Advertising Campaign of 2014

Who would have thought that a black and white ad about total strangers kissing would have generated 157 million views and beat Nike, Samsung, and Budweiser to become the most viewed video advertising campaign of 2014? We take a look back at some of the other most successful video ads of the year. ...

Beauty Gone Wrong: Makeup Challenges Brands Don’t See

Makeup challenges are all the rage on YouTube, and drive enormous amounts of traffic to YouTube creators and their channels. The results are often hilarious, and attract millions of engaged views, most of which are totally untracked by the brands mentioned in the videos. ...

Why Mobile Video is The New Makeup Counter for Generation C

Did you know that searches on Google for makeup hit a high in October as millions of people search for inspiration and ideas in the run-up to Halloween? And that Generation C turn to YouTube for their makeup tutorials, and their mobile devices to get product reviews as they shop for cosmetics? We bring you the latest on how video is changing the way we search and shop....

Cosmetics Brands are Missing the YouTube Boat on Halloween

The most successful YouTube beauty vloggers create engaging content around events like Halloween, and many have already published make-up tutorial videos in the lead up to the annual spookfest. But brands are still failing to take full advantage of YouTube when it comes to tent-pole events like these....

The Unboxing of Beauty on YouTube: New Brand-in-a-box Marketing

Unboxing videos are wildly popular on YouTube, and the unboxing of beauty products is one of the most watched verticals on the site. For many beauty brands, the unboxing phenomenon has become an essential tool in the marketing of their products, and this earned media is the main driver of overall views for most brands. ...

How YouTube Influencers are Driving Sigma Beauty’s Success

Is it possible to promote an e-commerce business almost exclusively through YouTube and social media? Well yes, just ask Sigma Beauty. The cosmetics company was founded just five years ago, yet grew to $25 million in sales last year. How did Sigma come so far, so fast, in such a competitive field? We take a look....

Always vs. Dove: Viral Video Success Doesn’t Mean YouTube Success

Two big brands, Dove and Always, launched well-publicized campaigns on YouTube using documentary-style videos that encourage viewers to challenge cultural perceptions about women and girls. The videos themselves are very compelling, and were seen by millions. But did they succeed in growing the reach of their respective YouTube channels? Unfortunately, in large part, they did not....