The new makeup line from Lóreal is to be sold by Michelle Phan. For those of you who never heard of Michelle before, she made hundreds of video’s regarding beauty products from practically every brand out there and got viewed millions and millions of times by custumors looking for information and advice before buying cosmetic products online. It is for this reason that Carol Hamilton, President of L’Oréal Luxe, chose michelle Phan to respresent the new Lóreal makeup line for 2013.
More than half of the people shopping online watch a beauty video on youtube prior to making a decision about their beauty purchases.
Video content creators like Michelle Phan have completely changed the way people learn about and shop for makeup today, where most people used to go to the mall and bought their products at the beauty counter they now turn to their computers, surf to youtube and seach for tuts and reviews. By letting Michelle Phan represent their new cosmetics line, L’Oreal is tapping into the new ways of online consumers today.