Long thought of as the domain for savvy, videogenic teens and prestige Beauty brands, vlogging is now becoming a platform for mass Beauty. Procter & Gamble has partnered with five influential U.K. Beauty vloggers (Fleur De Force, A Model Recommends, Lily Pebbles, Vivianna Does Makeup, Talk Becky Talk) to answer the most common Beauty questions asked by British women on YouTube channel Beauty Recommended. Topics range from dying hair at home and how to create holiday makeup looks with P&G products. Videos are released every Friday and promoted with the hashtag #BeautyQs.

L2’s upcoming report on Beauty UK features P&G’s move as a Flash of Genius, because it is enlisting creators of the most popular Beauty content on YouTube. The vloggers dominate search as well, as shown in this preview graph from the Digital IQ Index: Beauty | UK. Michelle Phan videos, for example, appear in 9% of non-brand search keywords and 1% of brand ones.

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Beauty Recommended is competing with non-participating vloggers on the search front as well, appearing in 16% of SEM results.

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