When brands draw on the popular appeal of bloggers

For the past few years, video tutorials have multiplied on the internet, in particular those dealing with cooking, fashion and beauty. The advice given by certain bloggers goes around the world, attracting hundreds of thousands of regular visitors. On the marketing side, brands see this as a new way to place their products and attract a new clientele. Recently, stores have turned to these internet user communities to launch new collections, created in collaboration with web personalities.  

Michelle Phan recruited by L’Oréal

Michelle Phan, a YouTube contributor who became known for her beauty tutorials, is followed by 4 million subscribers worldwide. Drawing on her popularity, the young woman launched Ipsy, a beauty platform with tutorials and advice. For 10 dollars, members receive a kit of trial products selected by the site team (Glam Bag) each month.  

Following the success of this initiative, L’Oréal proposed to the young woman to create her own range of products, in collaboration with her fans. More than 250 products were developed under the EM Michelle Phan brand, now available on a dedicated e-shop. Whilst these initiatives have expanded, the community aspect remains strong, leaving a large place for exchanges with clients. And to keep Ipsy’s method, products bought on the site can be tried at home then sent back for free if they are not suitable.  

A capsule collection Pimkie/Camille Over The Rainbow   

For its next capsule collection, Pimkie called upon Camille, founder of the Over the Rainbow fashion blog. Strongly established in the fashion world, she uses magazine pages to illustrate the latest trends.  From October 7th, the fifteen items created jointly by Camille and the Pimkie team will be available in Pimkie stores and e-shop. Refined and minimalist, the collection is coloured in white, grey and salmon, adding small details.