Saks released today its six-second beauty tutorials tagged #Saksin6 on Vine, offering lessons on Laura Mercier, Armani, La Prairie, Guerlain and Lancôme products. In addition to being quick distractions, the videos show how to best use beauty products. For example, the La Prairie Vine shows mixing Cellular Ice Crystal Oil with Ice Crystal Cream is better than layering them. Lancôme’s shows how to properly apply its Absolue L’Extrait Eye Cream from the inner to outer corner of the eye. And one made with Armani shows how to apply the Luminous Silk foundation with a brush starting at the center of the face.
Saks aims to resonate with an audience that lacks time for full-length YouTube clips. Vine’s looping images make repeat viewing even more seamless. Our Intelligence Report: Instagram places Instagram’s 15-second video clips above Vine in engagement and reach, since a week after launching, Instagram gathered 2.5x more shared content on Twitter than Vine. Twice as many top 100 brands user Instagram video over Vine, partly due to Instagram’s large community and access to Facebook members. But these Vine mini-tutorials could narrow the gap if they become a trend.