Beauty and video have one of the strongest industry-platform relationships in the digital space. Whether it’s a vlogger like Michelle Phan using YouTube to generate tens of millions of views for a how-to tutorial or a global beauty brand using the medium to turn one of its celebrity-fronted ad campaigns into a shareable meme, beauty and video complement one another in a way that just works–and do so across international markets. In our latest Digital IQ Index focused on APAC, we assess brands’ digital performance in ‘The Gateways’ of Singapore, Hong Kong and Taiwan.
One of the Flashes of Genius in this study put a spotlight on Lancôme and specifically the French beauty brand’s video efforts in Taiwan. In this burgeoning luxury market, Lancôme’s YouTube channel has experienced 119 percent growth–and accrued more than 2.7 million views since our research team completed data collection in March. There are two campaigns propelling this recent success. The first is the product launch video for Teint Miracle Compact, featuring local celebrity Lu Jiayi, which is still the most-viewed video on the channel (800K views). The second is the localized (i.e., subtitled) Hypnôse Star mascara video. The recent global launch of this new mascara centered prominently around a video featuring cartoon diva Betty Boop and model Daria Werbowy (500K views) and serves as an example of effective campaign customization by market. Shortly following its release, Lancôme published a Hypnôse Eyes Makeup Tutorial video (455K views) to build on the momentum of the campaign. Featuring a Taiwanese model, the tutorial, pictured above, has now become almost as popular as the ad itself.