New Beauty Channel from Collective Digital and Bobbi Brown Is Armed with YouTube Stars

/ Sep 6, 2013


Beauty brand Bobbi Brown Cosmetics is partnering with Collective Digital Studio to launch a beauty and lifestyle YouTube channel called I love makeup.

The goal for I love makeup is to go beyond what you normally see with beauty content/channels on YouTube. While the channel will have how-to content and makeover-based shows, it will also feature an array of original “beauty-centric” comedy series and various types of “aspirational content.”

The beauty brand is looking to mine what it considers to be a fertile ground of current and new customers: YouTube.

“We made a strategic decision to launch this new channel in an effort to reach Millennials where they are playing today and to have a conversation with them in their language,” said Maureen Case, president of Bobbi Brown Cosmetics, in a statement.

Bobbi Brown, the founder and namesake of Bobbi Brown Cosmetics, echoed that thought. She said the decision to launch a YouTube channel stemmed from seeing her products being used by YouTubers in their videos. “We decided to partner with some of them to fully engage with them and to reach a younger audience the way only YouTube can,” she said.

With that in mind, I love makeup’s launch slate will include programming featuring the likes of Grace Helbig (Daily Grace), Weylie Hoang (ilikeweylie), Taryn Southern, Alexa Losey, Sophia Chang (Fashionista804), and Claire Marshall (ohhairclaire).

The full launch slate is as follows:

“Grace’s Faces”: Comedic genius Grace Helbig, along with her makeup artist sidekick, “surprise” YouTube stars including ijustine, Hannah Hart, and Glozell with the gift of a pop-in makeover.

“The Pretty Party”: The entertaining and action-packed show features the channel’s YouTube influencers doing various beauty challenges, makeup demos, and “road-testing” waterproof mascara and smudge-proof lipstick.

“Haute Wheels”: Every week, one lucky fan will be chosen to receive a custom makeover and lesson — in a tricked out “Haute Wheels” beauty mobile — to get them ready for an upcoming event.

“Make Up and Go”: The channel’s signature “getting ready with me” series features a glance into the makeup routines of different beauty gurus — each told in a stylistic and personal way.

“Say It with Makeup”: The world’s most talented artists including musicians, painters, designers and chefs, are tasked to trade out their normal “tools” for a new palette of only makeup and makeup tools. Watch what they can create with makeup alone!

“Inspiration Nation”: In this artistic, aspirational spin on the standard makeup “how-to,” we delight and inspire viewers with our take on how to achieve the best looks in beauty.

“Beauty Dos, Don’ts, and Duhs”: This signature tips & tricks series provides all the quick fix-its and beauty basics any gal needs to know.

Since the channel partners seem to be aware of their audience’s relationship with social media, Bobbi Brown and CDS plan to build a community encompassing Facebook, Twitter, Pinterest, Tumblr, and Instagram. Channel talent and Bobbi Brown makeup artists will interact with viewers across all of the platforms every week.

I love makeup is executive produced by CDS’ Davida Hall. The official launch date is set for September 10.

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