Unilever launched You Tube channel All Things Hair, featuring content from popular Canadian and U.K. bloggers Zoella, Tanya Burr, Willow B, and Essie Button. The tutorials are in French and English, and plug products from Unilever brands Toni & Guy, Dove, and VO5. Part of the Unilever strategy is looking at Google data to determine what customers are searching for, and asking bloggers to build content accordingly.
Beauty video tutorials have been on the rise, and 59% of U.K. Beauty brands have invested in the medium. In the U.K., YouTube has become a battleground where brands and vloggers (who control 57% of results for brand term searches on the platform) compete for visibility. Unilever leverages its scale in this campaign, promoting all of its brands in one location. Instead of competing with vloggers, Unilever is collaborating with them to utilize their following.
L’Oréal Paris is the most viewed Beauty Brand YouTube channel in the U.K., with 2.5x the views of runner-up Garnier. L2’s Digital IQ Index: Beauty | U.K. found that the L’Oréal Group dominated on YouTube, owning four of the top five Beauty channels. Unilever’s efforts could present a new challenge.