Maybelline has partnered with YouTube influencer Nikki de Jager — one of the platform’s most watched stars — to create a 10-episode web series called “I Makeup Like This”.
However, prefacing the series will be a competition Maybelline New York are running to find 10 guest hosts — micro influencers who will be flown to New York to participate in an episode.
Maybelline senior vice president of marketing Amy Whang spoke about the series, stating: “We know consumers are going to YouTube for tips and tricks, obviously.
“Being a mass brand, you have your [products] in store, but you don’t have a beauty associate to communicate to the consumer on education.”
“It’s about being able to connect with the consumer — the number-one objective is to provide her with educational content. Our consumer wants to see how these influencers are creating their own looks — how they’re hacking it. You just can’t communicate that in a print ad or on the shelf — for us [YouTube is] the best channel to really drive education.”
Tribe Dynamics president Conor Begly highlighted the significance of Maybelline searching for micro influencers to participate, saying: “The vast majority of [beauty influencers] are of the smaller variety — under 100,000 followers.
“They’re actually a very tightly knit community, and what one brand does for you gets communicated very quickly, and it engenders an incredible amount of loyalty.”
“The real magic is if [Maybelline] really helps accelerate the careers of some of these micro-influencers — someone who started with 5,000 followers can end up with 150,000 [then] the likelihood of talking about Maybelline in the future or using it in their next tutorial might go up 20 to 30 percent.”