Beauty ‘gurus’ of YouTube take makeup to a whole new level

This is the time of the in­ter­net and its own celebri­ties. None of them have in­flu­enced their au­di­ence, and changed the mar­ket­ing strate­gies of huge brands as much YouTube’s famed ‘beauty gurus’

Daily Sabah (Turkey) - - Front Page - MİRAÇ GEYİK - IS­TAN­BUL

FIRST, there were the ones who tried to do ex­treme things and make a fool of them­selves and then came the peo­ple who fell off of chairs in funny ways. Now, the YouTube stage be­longs to the “beauty gurus.”

Through­out the years, YouTube has had a va­ri­ety of 15-minute celebri­ties. Once, a video be­gins to get more hits than usual, the theme of that video spreads through­out the plat­form like an epi­demic and sim­i­lar videos be­gin to ap­pear. Many have come and gone in the world of YouTube. Some have en­joyed their short-lived fame while the oth­ers turned their fame into busi­ness ven­tures and moved on.

Yet, not ev­ery YouTube craze fades away as quickly as they ap­pear. The beauty gurus on YouTube were al­ways there, grow­ing their num­ber of loyal sub­scribers. These “gurus,” or “in­flu­en­tial,” as they call them­selves, fo­cus on makeup and skin­care which is in fact the global lan­guage of all women in the world. Beauty vlog­gers usu­ally get in front of the cam­era and ei­ther re­view the lat­est prod­ucts or their “fa­vorites” or cre­ate a makeup look by show­ing ev­ery step to the viewer, help­ing them learn how to apply makeup in the com­fort of their homes.

To­ward the end of 2012, these beauty gurus be­gan emerge as the big play­ers of YouTube. As the num­ber of so-called beauty gurus en­larged, the stars of the pi­o­neers of this move­ment shone like never be­fore. At first, these vlog­gers were re­view­ing and do­ing makeup with the prod­ucts they pur­chased them­selves, yet as their sub­scriber pool be­gan to float, they started to col­lab­o­rate with the renowned brands and were sent free stuff just to help the brands pro­mote their new prod­ucts. In a mat­ter for few years, YouTube vlog­gers turned into the big­gest mar­ket­ing move of the brands as the vlog­gers re­view the prod­uct “hon­estly” and give a more pos­i­tive im­pres­sion to the viewer and the cus­tomer than ac­tual ads.

Let’s take a step back and see how this beauty craze first came to YouTube. Un­doubt­edly, YouTube videos are the best way to learn some­thing. Do you want to learn how to make a baby’s cra­dle? Well, you are def­i­nitely in the right place. The same ap­plies to makeup. Al­most all women have makeup prod­ucts in their van­ity but very few know how to apply it. At this time of need, pro­fes­sional makeup artists came to the res­cue with their YouTube chan­nels. One of them was Bri­tish Lisa Eldridge who is a world renowned, award-win­ning makeup artist, spe­cial­ized in red car­pet makeup. Her chan­nel, which she launched al­most eight years ago, gained a huge rep­u­ta­tion around the world.

The way she mixed high-end prod­ucts with drug store makeup in her tu­to­ri­als earned Eldridge a great deal of sub­scribers from all over the world. More­over, since she recre­ates the beauty looks that peo­ple see on the cov­ers of global fash­ion mag­a­zines, her in­flu­ence on YouTube has grown day by day.

Fast-for­ward a few years and the YouTube beauty scene has turned into some­thing en­tirely dif­fer­ent. In­stead of show­ing their view­ers how to apply makeup or choose the right prod­uct, the beauty gurus now col­lab­o­rate with the brands and broad­cast spon­sored videos. Chloe Morello from Aus­tralia was one of the first beauty gurus who achieved world­wide fame. All the way from Aus­tralia, she man­aged to reach out to mil­lions in the com­fort of her home. After she gained in­ter­na­tional suc­cess, she be­gan to team up with makeup brands and came up with her own makeup line in col­lab­o­ra­tion with one of the lead­ing Bri­tish companies in the in­dus­try. Now, she is re­garded as one of the top beauty in­flu­en­tials on YouTube.

There is no de­nial that YouTube beauty gurus un­will­ingly turned YouTube into a big mar­ket­ing strat­egy for makeup brands. How­ever, some YouTube beauty gurus have man­aged to stay out of this busi­ness web (as much as they can). With more than three mil­lion sub­scribers, Amer­i­can “guru” Tati West­brook, posts five videos a week, re­view­ing new prod­ucts on her chan­nel. Since, her job is to give hon­est (as hon­est as it can get) re­views on prod­ucts, she avoids col­lab­o­rat­ing with brands and post­ing spon­sored videos.

In the YouTube world, ev­ery­thing is an il­lu­sion. The beauty gurus - al­though they claim to have hon­est re­views - cre­ate the big­gest il­lu­sion for their view­ers. As women de­sire to make them­selves more beau­ti­ful in or­der to reach the beauty stan­dards of the era they live in since the dawn of civ­i­liza­tion, it seems like YouTube beauty gurus have lot to say for a very long time.

To­ward the end of 2012, these beauty gurus be­gan emerge as the big play­ers of YouTube. At first, these vlog­gers were re­view­ing and do­ing makeup with the prod­ucts they pur­chased them­selves, yet as their sub­scriber pool be­gan to float, they started to col­lab­o­rate with the renowned brands and were sent free stuff just to help the brands pro­mote their new prod­ucts.

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