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Monday September 9, 2013 MYT 11:45:00 AM
Monday September 9, 2013 MYT 1:26:41 PM
Bobbi Brown will be launching an online site featuring beauty-centric comedies and make-up.
The make-up guru has teamed up with Collective Digital Studio, a leading next generation media company, and Multi-Channel Network to launch a new, online beauty channel on YouTube named I Love Makeup.
The new channel will feature comedy, makeover, and inspirational programmes created in collaboration with some of YouTube’s most popular personalities such as Grace Helbig, Weylie Hoang, Sophia Chang and Claire Marshall.
The videos on I Love Makeup aren’t intended to be non-stop commercials for Bobbi Brown Cosmetics – although there is a second channel in the works, tentatively slated to launch sometime in the next six months, which may be so. In fact, Brown noted, hers is not the only beauty brand that will be used in the content being created for I Love Makeup.
She added that the channel would be used to communicate with youthful consumers where they live: online. It’s meant to aggregate content across YouTube and other social media entities, such as Twitter, Facebook, Instagram, Pinterest and Tumblr, to create a multifaceted offering that adds beauty-centric comedies and aspirational content as well as the more typical tutorial and makeover programmes that comprise the great majority of beauty programming on YouTube.
At least three shows a week will feature artists using Brown’s products, but the content will be free-form.
“I’m not editing any of these videos – these are real representations of what these bloggers are actually using,” she said. “When we were looking online, I noticed that a lot of artists were already using my products in their videos, so this all evolved organically. And I learn from them. It’s tremendously enlightening to hear their points of view.”
Some of the programmes which you can expect to see include Greffes Faces, Helbig’s show, which will do pop-in makew overs; The Pretty Party, which features the channel’s YouTube influencers doing various beauty challenges, make-up demos and road testing products; Haute Wheels, which will award a fan a custom makeover and makeup lesson, and Say It with Makeup, where musicians, painters, designers and chefs will trade their normal tools for a box of make-up.
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