Emerging Media’s Impact on the Beauty Industry


“Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile marketing, e-mail marketing, rich media and paid and organic search all the way to offline trends in discovering the power of word of mouth marketing (WOM) techniques and strategies that become a part of integrated media and marketing campaigns”((e)merging (me)dia).

Millennial’s are known as the YouTube generation, and society has seen YouTube thrive over the past ten years, and much of that credit it due to social media, but for me personally, the beauty industry. “YouTube has emerged as a dominant source of referral for major cosmetic brands. Marketers of cosmetics can no longer simply rely on the photo-shopped models of billboards, lifestyle magazines, and urban murals to secure market share. A vast new world of beauty-centered content has opened on YouTube, with literally billions of beauty-focused videos uploaded to the social site. Getting in on the YouTube action is a marketing mandatory”(digitalsurgeons).

Here are 3 reasons Beauty Industry leaders pay full attention to YouTube (and why you’d better pay attention, too):

  1. “YouTube Users Are Obsessed With Beauty

There are currently 14.9 billion beauty-related video views on YouTube, according to the data software company Pixability. Every month YouTube registers more than 700 million views of beauty-related content. And you thought cat videos were trending.

Your future customers are engaged with YouTube and the big beauty brands do not own this space. Their videos represent only 3 percent of total views. Individual “vloggers” control a stunning 97 percent of all beauty topic videos.


“These beauty vloggers have by all means become celebrities in their own right,” says Lauren Sherman in Cosmopolitan. “They have agents (many of whom still represent actors and musicians in Hollywood), product lines, and crazed fan followings. Each day, millions of viewers tune in to YouTube to watch these beauty gurus’ videos, which are filled with makeup tutorials, skincare tips, and straightforward confessions.”

The demand for beauty related videos on YouTube is real, or as a beauty maven might put it, “like, literally really real.” Create videos for your beauty products and get them on YouTube asap!

  1. Cosmetics Customers Crave Benefits, Not Fantasies

The Devil may wear Prada skirts and rock Urban Decay lipstick, but on YouTube no one cares. Cosmetics customers are not looking to project themselves onto 30-second lifestyle fantasies concocted by the heirs of Don Draper and his Mad Men brethren, according to Pixability.

Customers want longer-format content that discusses what’s new and what’s trending. They want to know how to achieve different looks, coordinate outfits creatively, and look good from desk to date. And they’re more inclined to purchase products presented to them by independent vloggers.

The vloggers are the new gatekeepers. You can’t just directly post your own content. You must engage wthe vloggers. Getting them to review new product lines and mention your cosmetics as they discuss all things beauty is key to connecting with customers.

Dulce Tejeda, dubbed “Beauty Blogger of the Moment,” by TeenVogue, has 1.3 million subscribers for her YouTube channel, DulceCandy. “The web-savvy twenty-four-year-old first gained thousands of followers with her adorable—and informative—makeup and hair tutorials, but now chats on camera almost daily about everything from budget shopping hauls to spring fashion trends,” says TeenVogue.

According to Cosmo, Tejeda is raking in up to $500,000 a year, while the highest paid beauty vlogger, Michelle Phan, is taking home $5 million each year. Customers closely follow these YouTube beauty celebrities Get your products in their makeup kits.

  1. L’Oréal Is Cashing In (Yes, So Can You!)

Have you heard of L’Oréal Paris? Yeah, thought you might have. Well, they’ve been leading the way in getting products featured in YouTube videos, according to Cosmetics Design, This is no small task. Pixability reports less than 25 percent of all beauty related YouTube videos even mention a brand name cosmetic.


L’Oréal achieved success by gifting its products to top beauty vloggers and by placing ads within their videos. This allows it to drive traffic to its many labels’ websites. You can do the same. Connect with top vloggers, such as Michelle Phan and Dulce Tejeda, get them talking about your products, and then place ads within their videos that connect to your website(s).You don’t need to drop millions on Manhattan billboards and the coveted back cover of Vogue. You can compete with the biggest cosmetic brands effectively and efficiently. Digital Surgeons has pioneered digital marketing. We hit the full-spectrum, from YouTube to beyond.”( digitalsurgeons).


-Katherine Gonzales


(n.a.). (e)merging (me)dia. (n.d.). Retrieved from http://muemergingmedia.weebly.com/what-is-emerging-media.html

Kito, B. (2014, March 31). How YouTube Has Drastically Changed The Beauty Industry. Retrieved from https://www.digitalsurgeons.com/thoughts/strategy/how-youtube-has-drastically-changed-the-beauty-industry/




2 thoughts on “Emerging Media’s Impact on the Beauty Industry

  1. Hi Katherine-Cosmetics (especially skincare products) is something you really want to know if it works before buying it. I think this is what makes reviews so important. Unlike buying a shirt that I can tell I like by just looking at it, with cosmetic products I always do my research before buying. Nothing is worse than buying a product that doesn’t live up to its claim. If I read reviews about a cleanser and people said it made them break out, I definitely wouldn’t buy it!


  2. Hi Katherine,

    Great analysis and post! As you suggested, there is a strong need for video content in our emerging world, and YouTube provides individuals with a platform to engage and build a relationship with their audience. In regards to YouTube, Cosmetic brands have done very well on the social platform! Sometimes they even manage to involve those uninterested in application of makeup. For example, there are many videos on YouTube that demonstrate beauty and fashion through the years. The user and business, WatchCut Videos, creates videos that are time-lapses of different fashion and beauty eras. Even though I have no interest in the application of makeup, I find the aesthetic quality intriguing, and will therefore watch and share. I am by no means a customer, but I am someone who will share the video and pass it along to friends and family. This is what makes YouTube an invaluable content experience for marketers. It’s been reported that, 33 % of all online activity is spent watching video content, and that 75 % of users will visit a brand’s website after viewing a video . For those watching a makeup-application video, the impulse of wanting to try exactly what they just watched may be the key to brands acquiring a customer.

    Great post, Katherine!



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