Skincare-only brands have been wondering for years whether they have a place on YouTube. Unlike their makeup-only counterparts, such as M.A.C., Maybelline, and Smashbox, they don’t have the advantage of being able to show an immediate impact via color on video.
Analysis of 53 brands with YouTube channels from the upcoming L2 Digital IQ Index: Beauty & Skincare report shows that makeup-only brands are getting more traction on the platform, with 2,099,255 average upload views versus skincare-only brands, which receive 487,529 average upload views.
Although this number is significantly lower, there is still hope for skincare-only brands on YouTube. When analyzing all of Michelle Phan’s videos from March 2010 to March 2011, the five skincare-only videos she produced received 2.2 million views on average, compared to 1.7 million average views for her 29 makeup-only videos. Although the sample size is small, this might indicate that there is an opportunity for effectively-produced skincare videos as well.