To promote its golden-tubed Big Shot Mascara by Colossal, Maybelline is engaging in two firsts—working with beauty influencers, and using a man as the face of its campaign.
Cosmetics brand Maybelline joined forces with StyleHaul to create and produce Vanity, the multi-channel network's first scripted series. The fashion, style and lifestyle video destination with over 6,000 YouTube creators on its roster announced both the partnership and series today at its NewFront presentation in New York.
It's about 6 p.m. on a chilly Tuesday in late March, and model Gigi Hadid, equipped with a jar of charcoal pencils, is gleefully scrawling enormous hashtags on the stark white walls of a photography studio in lower Manhattan.
The past year has been filled with anxiety and volatility when it comes to the YouTube network space. Many have questioned the health of multichannel networks (MCN) while complaining about lousy CPMs and shaky business models. So it might be surprising to hear about one MCN rapidly expanding across the globe—while launching lots of new shows and doing some big hiring. But that's what's happening with the beauty and fashioned-focused StyleHaul.
Last week Google announced it had invited brands to become YouTube Partners—helping the Cokes and Doves of the world build outing their own robust content strategies. Up until that point, if brands wanted in on the Partners program, they needed to partner with popular YouTube personalities by creating branded videos, while also pushing the spots with pre-roll and banner ads via their channels on the site. Countless brands have taken part in that five-year-old effort, according to YouTube, including Procter & Gamble, Maybelline, Activision, Dodge and Juicy Couture. Providing a peek into a successful run on the platform, Juicy Couture turned over exclusive data to VideoWatch from some of its work with YouTube Partners.
Now that Facebook has officially trotted out a video feature for the increasingly popular Instagram—which was formerly limited to helping smar
Marketers have long preached about speaking to people “in their own language,” but normally only as a metaphor.
Less than two months after it trumpeted the creation of Beauty Village, a stand-alone unit to handle L’Oréal and its Maybelline brand, as an “innovative, collaborative model,” McCann Worldgroup is scrapping the project.
McCann Worldgroup is creating dedicated operating unit to service key global client L’Oréal and its subsidiary Maybelline.