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Vloggers are not fulfilling France’s demand for video content, according to L2’s latest study on Beauty France. On the consumer side, there is a strong demand for beauty videos, with YouTube appearing for more than 70% of searches for nail keywords and 40% of colour cosmetic keywords on Google.fr. On YouTube, beauty vlogger content accounts for half of organic search results compared to 31% for brand-owned content. However, little of that content is in French. Sixty-nine percent of vlogger content on YouTube.fr is in English and less than a quarter is in French. This gap means plenty of opportunities for brands looking to boost their YouTube presence through partnerships with French vloggers.

Maybelline and L’Oréal Paris are a step ahead of most brands in filling the content void. Maybelline hosts a weekly series on the brand channel with French vlogger EnjoyPheonix titled “T’as Pas du Gloss?” EnjoyPhenoix, who has more than 2.4 million followers on YouTube, discusses makeup and beauty topics with a guest co-host. Maybelline promotes a monthly contest/quiz related to the show on its site and social platforms, giving fans a chance to receive a curated makeup box of Maybelline products.

L’Oréal Paris is taking a reality show approach. It is launching a beauty school for 10 French vloggers in partnership with YouTube. The six-month school beginning June 2016 will teach vloggers about the skills required to successfully maintain a beauty channel on YouTube. It will be filmed to air on L’Oréal Paris’s YouTube channel.

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