Founder and CEO of the Estée Lauder-owned cosmetics line Bobbi Brown announced in a blog post she was joining Yahoo News as Editor in Chief of Beauty. Brown will start on April 21, and her job will entail “curat[ing] smart, strong content that will teach women how to be their best selves.” She will stay on the Bobbi Brown team as Chief Creative Director.
The Yahoo post isn’t Brown’s first foray into editorial. She has published eight books about her Beauty philosophy since 1997 and blogs regularly on the Bobbi Brown site. Her new role and tailored experience highlights the blurring line of media creation and brand promotion. As brands experiment with content to attract fans, some of it veers away from promoting their goods to topics of interest or entertainment.
For example, 75% of major U.S. Beauty brands produce videos, often Beauty tutorials that are useful even for those who don’t buy the specific brand. Dior, Chanel, and Olay created artistic videos in the form of mini-movies with strong plot lines and the help of professional directors, all featured in our Digital IQ Index: Beauty | China.
Customers respond to this approach. The most popular of Olay’s videos had half a million views on Youku (China’s version of YouTube) and made Olay’s 7-in-1 lotion a bestseller on Tmall. It will be interesting to see how far brands will stray in their content, and if they will embrace their identity as a curation and production hubs.