A recent Pixability study found that beauty brands were largely terrible at taking advantage of all that YouTube had to offer. In fact, the study said brands are responsible for only 3% of the 14.9 billion beauty videos (and counting) on YouTube. Credit Macy’s for being one beauty and fashion brand that’s looking to buck that trend.
Macy’s has partnered with Maker Studios to launch a new branded competition series that will pit 16 up-and-coming stylists against each other for a chance to win $10,000 and other prizes.
The show, “The Next Style Star,” will debut on Maker Studios’ fashion and beauty channel The Platform (358,000 subscribers) on April 3, with new episodes rolling out every Thursday for the next 10 weeks. It will also be available via a custom page on Macys.com.
Hosted by TV personality, fashion expert, and makeup artist Jeannie Mai, “The Next Style Star” will feature a rotating cast of judges and experts, including reality star Whitney Port, Made Fashion Week founder Jenne Lembardo, and Maker Studios creator Wendy Nguyen (534,000 subscribers).
Following the premiere, contestants will go head-to-head each week to create the perfect look for various occasions, based on the spring season’s latest fashion trends. Macy’s Impulse brands, including Lucky Brand, Maison Jules, Sanctuary, Rachel Rachel Roy, Guess, Bar II, Joe’s Jeans, Kensie, and Made Fashion Week for Impulse, will be directly integrated into the programming.
Winner will receive the $10,000 cash prize, as well as a shot at serving as a guest stylist on an upcoming Macy’s photo shoot, and having his or her look featured in the Impulse Department at Macy’s Herald Square in New York City.
For Maker, “The Next Style Star” is a property that spotlights the network and its owned-and-operated The Platform brand, something that Maker is focusing on going forward, in addition to providing its usual support and services to channel partners.