As we discussed in a previous posts, Beauty brands in France are getting a fraction of the YouTube traffic Beauty vloggers generate to their sites. Yet Clarins and L’Oréal Paris – the most viewed French Beauty brand channels on YouTube – are ramping up their video production and distribution efforts. Clarins tops all brands in content production, with 1,163 videos to date. Most of these are how-to tutorials housed in one global YouTube channel with the option of switching to local channels.
L’Oréal Paris leverages vlogger reach by soliciting vloggers in the making. #TheBrushContest campaign encourages vloggers create three-minute (max) makeup tutorials with the theme “Color Clash” and requires them to repost on their own YouTube channels to be eligible for the contest.
Of the two, L’Oréal’s strategy is particularly successful. The brand hosts less than a fifth of Clarins’ videos on its YouTube channel and generates 2.48x the reach.
And six of the top ten YouTube videos among brand in L2’s Digital IQ Index: Beauty France are L’Oréal Paris Videos.