PARIS — L’Oréal Paris has created with YouTube’s support BeautyTUBE, billed as an online beauty academy that’s an incubator for rising talents in France, WWD has learned.For its first edition, going live in June, 10 people were selected through YouTube for their personalities and viewpoints on beauty — comprising all product categories and style. Their number of followers did not play a role in the recruitment, neither did age nor gender (there are two males included), according to a L’Oréal Paris spokeswoman.The talents will be filmed over six months while being trained and guided by L’Oréal Paris and YouTube executives on topics like the production of videos, management of YouTube channels and audiences and development of beauty expertise.Filming is to take place at the YouTube Space in central Paris that is chockablock with technological innovations — professional production equipment, editing and post-production rooms and a dedicated technical team.The master classes, coaching sessions and other content in the series will be aired at least once weekly on the L’Oréal Paris France YouTube channel. It is also planned that the students film related videos, such as homework sessions, to be shown on their own YouTube channels.In December, the 10 participants will receive a BeautyTUBE diploma from L’Oréal Paris and YouTube. Each person is to be tasked with identifying and recruiting 10 rising beauty talents to be mentored for four months, as the second part of the BeautyTUBE cursus.The takeaway for viewers is multifaceted; they can learn beauty techniques and understand how to launch successfully a YouTube tutorial channel. From BeautyTUBE L’Oréal Paris not only makes contact with beauty talent of tomorrow, but services its consumers, the brand’s spokeswoman explained.She said it was noted that sometimes the quality of content on small YouTube beauty channels is not at the level it could be.“We feel as the leader of cosmetics in the world that we have to deliver the best-quality content in beauty to our consumers,” the spokeswoman continued. “One way to achieve this is to train the new beauty YouTubers, because today we know that our consumers are looking for more and more recommendations and advocacy with YouTubers.”L’Oréal Paris has long had strong links with the digital world. In October, it named blogger Kristina Bazan as an ambassador. The brand held vlogger competitions with W Magazine and signed vlogger EnjoyPhoenix on to the jury of its brush contest, for instance.Meanwhile, YouTube keeps gaining momentum in France. Viewing time on the video-sharing Web site has grown 50 percent (and 100 percent on mobile devices) countrywide this year versus 2015, according to L’Oréal Paris. Seventy-two percent of online consumers who are under 35 years of age that were queried think they can find a YouTube video on everything they want to learn to do.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.