Sep 19, 2018 | By Petah Marian
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Aug 21, 2017
By WGSN Insider
L’Oréal’s Maybelline is linking up with YouTube influencer Nikkie De Jager for a new online series called I Make Up Like This.
De Jager has 7.4m YouTube subscribers who follow her The Power Of Makeup! videos that have had 580m views. And the mass-market beauty brand wants to tap into that vast consumer base with the ten-part series that launches in October. The episodes will be built around beauty looks trending on social media.
Before that, though, the partners will work together on an Instagram series with a competition to track down ten US-based micro-influencers between now and September 1. Each one of them will then co-host one episode of the new YouTube series.
To enter, contestants need to have at least 5,000 subscribers on YouTube and the same number of followers on Instagram. They can then submit a 60-second Instagram video of their most creative eyeliner looks with the hashtags #maybellinecontest and #mnyitlook.
For Maybelline, such an initiative helps it reach out to make-up shoppers who don’t have the direct contact with brand representatives in the same way higher-end product ranges with their own in-store staff can offer. For De Jager the benefits are also obvious, even thought the company hasn’t revealed any financial details.
But also key beneficiaries will be the ten winning micro-influencers. they’ll get massive exposure and are likely to see a jump in their own follower numbers as a result.
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