Beauty & the Web: How the World Became A Beauty Expert

Beauty THE WEB With the introduction and growing popularity of platforms like YouTube and blogs the beauty industry is undergoing a digital revolution. A survey by shespeaks.com revealed some interesting data about what women were doing online. 46% 63% 49% 39% 36% 32% 35% 27% 21% 20% 17% 15% 19% 14% 18% 10% 5% 17% 16% 5% WATCH VIDEO CONTENT POST ACOMMENT ON SOMEONE ELSE'S BLOG WRITE AN ENTRY IN PUBLISH A PRODUCT REVIEW YOUR OWN BLOG CREATE A VIDEO AND UPLOADED IT (TO A BLOG, YOUTUBE, ETC.) ONLINE ONA SHOPPING SITE FREQUENTLY SOMETIMES JUST TRIED IT ONCE OR TWICE NEVER DONE THIS On YouTube and Blogging platforms a revolution is underway. Talented, determined women are pulling down the barriers between designer and consumer – and changing the way we think about an entire industry. You Tube WHO IS LEADING THE CHARGE? REVOLUTION With its potent mix of open access, large audience share and user-friendly interface, YouTube became the natural home for aspiring experts. Here the brightest and the best draw in large audiences with their videos. PIXIWOO SISTERS FLEUR DE FORCE MICHELLE PHAN views views 157 m views 711 m 1million 675,000 50 m 3.8 million TIFFANY D ELLE AND BLAIR FOWLER LAUREN LUKE views views 132.5 m views over 1million 377 million each 644,000 117.5 m 480,000 NOT ALL COME FROM You Tube BRITTANY THOMAS GERI BRIN HUDA KATTAN CLUMPS OF MASCARA Founded 2007 FAB OVER FIFTY HUDA BEAUTY Founded 2010 f ii You Tube ii1 Vii views weekly 45,000 48,000 48,000 25,000 25,000 36,000 2,500 Not all stars are made on YouTube. While amateur beauty experts were flocking to the Tube, these girls set out to stake their claim elsewhere. On social media; on blogger; on Facebook: these beauticians surfed the crest of a whole new digital wave. BREAKING THE MAINSTREAM For the first time since its inception, the internet has outgrown other forms of popular culture. While 59million people might see a 'water cooler' movie, three times as many will watch a YouTube sensation. TICKET 163 million theatre tickets have been sold for Star Wars, A New Hope since 1977 It took 3 weeks for Psy's Gangnam Style to reach 162 million views Z DIGITAL AGENTS Agencies, production companies and advertisers have scouted these girls which has opened up some amazing opportunities for them to work with well-known brands. TEAM GLEAM Scouted the Pixiwoo Sisters. PIXIWOO SISTERS Which has led to the Sisters fronting Avon events. CHANNEL FLIP BIG FRAME Founded by BBC show Ql's co-creator they signed Fleur in mid 2011. Since then Manage MissGlamorazzi, a beauty YouTuber with over a million subscribers. She held a fundraising meet up at Big Frame's offices and all of the proceeds went towards her goal of raising $5,000 for Revlon Run/Walk. Fleur has fronted FLEUR DE FORCE an online campaign for Nivea. THE OLD SKOOL Traditional fashion agency Jed Root Inc. agreed to represent Michelle Phan in 2009. Phan was their biggest internet-signing to date, taking the company in whole new directions. After signing with Jed Root, Phan's total number of channel subscribers grew to ten times her previous number. AMAZING OPPORTUNITIES In addition to working with amazing companies, these internet stars are now releasing their own product lines to be reviewed by the next generation of up and coming bloggers. IQQU Beauty Real Techniques Huda Beauty Lashes Nintendo MICHELLE PHAN SARAH CHAPMAN HUDA KATTAN LAUREN LUKE IQQU Beauty range A Nintendo game was Real Techniques cruelty free make up brushes were released by Sarah Chapman Huda Beauty Lashes were picked up by Cosmetics chain released which featured was produced by Michelle Phan Lauren Luke Sephora OTHER AVENUES As beauty blogging explodes, so too has fashion. Like the makeup stars before them, these gals and guys are taking the fashion world by storm one Facebook 'Like' at a time. BRYAN BOY BEBE ZEVA The Filipino fashionista who began blogging from his mother's home 400,000 Twitter followers 3million YouTube views 20,000 Facebook Likes Not yet 20 and already a rising star • 7,000 Twitter Followers Star of documentary 'Bebe Zeva' Featured in the New York Times LEANDRA MEDINE TAVI GEVINSON • Became an internet sensation aged 12 150,000 Twitter followers • “The future of journalism" (Lady Gaga) 140,000 Twitter Followers 76,000 Facebook Likes Winner: 'Most Original Blog' 2011 How does age affect our perception of bloggers? For too long, mainstream beauty was dominated by women in their late twenties to early forties. Now, the internet has opened the market to the rest of the population. A YOUTHFUL REBELLION * AGING BEAUTY * 11: The age at which Tavi Gevinson started her award-winning blog. 16: Average age of LookBook contributors. 18: The age at which Bebe Zeva became the subject of a feature-length documentary. Geri's Fab over Fifty blog helps to challenge age stereotypes about women's bodies, and helps to redefine life for women over 50. MAGAZINES AND BLOGGERS More and more magazines are teaming up with bloggers to run their very own hugely successful blog awards. Cosmo teamed up with Next to run a competition to find the best reads in the blogosphere from a variety of different categories. WINNER COSMOPOLITAN ZOE SUGG Magazine Blog Auards In 2013 they had over 43,000 entries. Winners have gone on to work with huge brands, Zoella has been featured 2012's winner of Best Beauty Vlogger was Zoella. You Tube YIII BLOG fitt by Teen Vogue. views per month 5m 130,000 impressions 60,000 per month 2.1m CARA BROOK ALLURE MAGAZINE Cara came in first in all 5 challenges, and will appear in the October Beauty Blogger Awards 2013 2013 issue of Allure! 10 bloggers faced off in a series of beauty challenges. YouTube it over 20,000 MARIE CLAIRE MAGAZINE LOUISE PENTLAND Blog and Twitter Awards 2012 The runner up was beauty vlogger/blogger Sprinkle of Glitter, aka Louise Pentland. The aim of these awards was to recognise the best beauty/fashion blogs and Youube yiII twitter accounts out there. over 477,000 over 174,000 over 43,000 BLOG COMPANY MAGAZINE Their January 2013 issue was dedicated to the blogging world, with blogger Susie Bubble on the cover! The issue featured the A-Z of The Style Blogger Awards In association with blogging and how to turn your blog into a job. New Look. RESOURCES • http://inventors.about.com/ http://mashable.com/ http://www.shespeaks.com/ http://socialblade.com http://vidstatsx.com/ • http://www.lancome-usa.com/ • http://www.blogher.com/ http://www.gleamdigital.com/ http://www.digitalspy.co.uk http://fleurdeforce.blogspot.co.uk/ http://newmediarockstars.com/ http://www.thegloss.com/ http://realtechniquesbrushes.com/ http://www.avanquest.com/ • http://hudabeauty.com/ http://thoughtcatalog.com/ http://www.adweek.com/ http://en.wikipedia.org/wiki/ Tavi_Gevinson • http://www.nytimes.com/ • http://www.guardian.co.uk/ HOW THE WORLD BECAME A BEAUTY EXPERT *****