Millennials are more ready for their close-up than ever before. Beauty giant Bobbi Brown is courting the younger, tech-savvy demographic with I Love Makeup, a new YouTube channel launching Monday, Women's Wear Daily reports.
The makeup community thrives in video, a format that conveys tricky techniques more easily, so Brown is targeting the selfie generation in their native environment. Bloggers have become "increasingly influential" in the beauty world, the beauty pro tells WWD, so seeking out consumers there felt natural. And this is no marketing ploy, but an attempt to build community, as Brown insists her products won't be the only ones used on the channel.
"Millennials don't want to be marketed to," Bobbi Brown's president Maureen Case adds. "They want to do the discovering. YouTube allows us to experiment, and this channel is a great opportunity to go where the Millennials are playing."
The brand's main objective is to collaborate with consumers in an organic way -- which is totally awesome for a product that's so easily customizable. What tutorials would you like to see on the channel?
Let's hope no one ends up looking like this: