Clarins leverages make-up tutorial trend in interactive paid digital campaign

Beauty vloggers (video bloggers) have been using YouTube to publish tutorials about how to apply make-up for many years now, but the trend seems to have hit the mainstream recently in a big way. Michelle Phan has accumulated over 6.8 million subscribers on her YouTube channel since its launch in 2007. Earlier this year she was one of a number chosen to star in a campaign for the platform promoting its ‘creators’. It’s not just passionate fans watching her ‘how-to’ videos; in a study released last October, Google found over half (55%) of beauty shoppers watch online videos while researching beauty purchases. Moreover, (…)