Conde Nast’s Video Network Keeps Growing, Launches Allure Channel
Conde Nast Entertainment has launched its tenth original video channel — this one for Allure magazine, which focuses on beauty and fashion content.
Allure video debuts with four original series:
In “Hair Tyrant with Ashley Javier,” the host, who operates an invitation-only salon and is known for his no-holds-barred opinions on his customer’s hair, will give women makeovers that push them out of their comfort zone.
In “Cassandra to the Rescue,” model Cassandra Bankson, who made her name on YouTube after she posted a video in which she removed all of her makeup to reveal her severe acne, will help other women with their various skin problems. She’ll provide makeup tips to help women prepare for big events.
“Beauty Evolution” is an extension of Allure’s in-book feature, which delves into great and not-so-great beauty looks of top celebrities, as well as what viewers can learn from them.
“Beauty Basics” is your standard how-to series that teaches viewers on how to recreate famous hair and makeup looks for themselves.
In addition to the four original series mentioned above, the Allure channel will also extend the reach of an existing series, “Backstage Beauty,” which provides trend reports from fashion shows as well as behind-the-scenes coverage of celebrity cover shoots and beauty how-to content.
Beauty is a top category on YouTube, even though, as a recent Pixability study found, beauty brands are horrendous at taking advantage of the opportunity available to them. Per the research, the beauty category generates more than 700 million views per month on YouTube, up from 300 million in 2010.
That’s the space Allure hopes to become a leader in.