Beauty and the Youtube

Content creators who have a set vision can mass distribute their opinion and engage with potential converts on social media platforms. Trying to penetrate a market can be tough for marketers but social media makes it greatly accessible to tap into a large demographic of consumers. Michelle Phan is a huge makeup and beauty influencer on Youtube, having started posting videos since the mid-late 2000’s, she has established a platform of fans and followers. In an effort to promote beauty regimens with certain products, Michelle Phan has built a large following primarily of women. Setting up her own personal brand, like many entrepreneurs, she knows that she has a story to tell with her Youtube channel. One key thing that she has mastered is her authenticity. She is an inspiration for young women because she not only wants success for herself but has dedication and a passionate nature towards her craft.

I think she is a good example of a person who isn’t taking heed to her fame. She has a well-rounded, humble outlook on life that is shown through her content. More specifically, her personal Q&A videos where she gets to sit down and chat with her followers. Quoting her interview with Recode in 2014, “Online is different, you want something that’s more authentic it’s not about bringing on a spokesmodel and jazzing it up, you go on there because you want to connect with someone and have a 2-way dialogue”. Another way that she showed her authenticity is by promoting products that she actually uses to show that she enjoys it (ie. primer bottles with gunks and scratched marks) and not by just using a meaningless product placement. The primer eventually sold out because of the physical proof that she genuinely likes it.

At a point in time, Michelle started collaborating with Lancome and this point she was considered to be a sell out for using Lancome’s animal-tested products and received negative feedback. This tested her authenticity, which is widely valued in the Youtube community because she’s her own production team and Youtubers aren’t Hollywood celebrities who have PR managers who direct words and actions. Is it wrong for an entrepreneur to create an alliance with a large company? To her followers, they may feel wronged because they want unsolicited opinion and non-biased comparisons with products. To her, she may have needed stability to her creative values and financial support. Depending on the circumstances, translating one’s ethical values to their work can be quite difficult. A few years later, she then rebranded herself and created her own company, IPSY which is a curated beauty sample subscription with brands from all over the world. The beauty community on Youtube grew and she took a more positive collaborative path with the styles of other beauty gurus on Youtube. Her company also provides a free and open environment for other beauty content creators who can’t afford space or filming equipment. I think this is a great way to give exposure to herself and other beauty gurus on Youtube; it shows that they are sharing their passion and knowledge in their work. Again, it is absolutely vital for her to be personable in many videos with self-directed Q&A videos that allows the depth of her personality to shine!