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Dior Deigns to Teach Thee How to Blush

 

Posted on January 11, 2010
Angela Natividad

 

The market for makeup tutorials promising the key to smoky eyes and sultry lips is apparently bottomless, thanks in part to YouTube, which happily hosts this cottage industry. But why take cues from Michelle Phan when you can suckle from the palettes of Christian Dior?

The luxury mark has launched what may quite possibly be the world’s most soothing series of makeup tutorials. (Don’t be intimidated by the veneer of French verbage; the videos are all in English.)

Not sure who the artist is, but his gentle lisp, coupled with the soothing background music, could lull me into buying varieties of powder and paint that I wouldn’t know what to do with. Even if he looks like the kind of dude who wouldn’t flip a brush over my face in that special way unless my shoes cost more than his car.

There’s probably a direct correllation between the time you invest watching makeup tutorials and how convinced you are that the products used will yield better results than what you get on Monday morning, so kudos to Dior for disseminating its pretty little oeuvres on YouTube. Many a teen would give up lunch for a week in exchange for blush that turns pores into porcelain.

Dior follows a cluster of makeup marks that have launched their own how-to resources, including (but not limited to!):

o Stila’s Beauty Tube, which is also punting a "portable makeup player" — a tiny screen that plays video tutorials from inside a beauty chest.

o The aforementioned Michelle Phan, whose casual YouTube makeup tutorials won sponsorship from the likes of MAC, Clinique and Cibu International, and who also started her own beauty brand: IQQU.

o ELF Cosmetics. ELF stands for Eyes Lips Face, and their brand position is essentially quality chemicals at dirt-cheap prices. They apply this same strategy to their marketing, using primarily WOM and social media magic to punt product.

o By Lauren Luke. From humble beginnings on YouTube, Ms. Luke went on to develop her own product line with help from agency Anomaly.

Video isn’t the sole medium of choice. Gemey Maybelline has both an "online makeup studio" and a podcast. And in China, Mary Kay Cosmetics representatives started some kind of quasi-patriotic song-and-dance troupe. Gatherings happen over the course of three days at places like the Dragon Sports Arena, where women come from far and wide to join in the fun of dabbing rouge and then selling it to each other. Anything goes for that pink Cadillac, I guess.


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Comments

1. Monday 11 January 2010 attime 21:58, by Lyndon

This is very cool. In my mind a first step. I did an exhaustive study of lifestyle applications for the iPhone / iPod touch and found that a big gap exists in the segment of personal beauty ... especially tips ... yes, there are a few applications that do this, however if you think of a brand extension ... and a market overlay ... if the house paint industry have information for you at the hardware store, why not have an application that dynamically updates itself with new trends and fashion[s] from top stylists using the products ... not just videos ... which of course are very nice ... but also other guides.

Very nice though. :)

2. Tuesday 12 January 2010 attime 15:12, by Angela

I agree. I could spend all day looking at this stuff.

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