Vlogging, or video blogging — like blogging in the traditional sense — can pay off.
Tessa Violet, a quirky New York fashion model whose chatty “Meekakitty” alter ego has gained a respectable following on YouTube, won $100,000 in a recent video contest sponsored by Lash Allure M.D.
“It’s pretty mind blowing,” Violet said about the prize. “So many people helped me, and for that I am unendingly thankful. Everyone on Twitter said it was like a miracle,” she added.
Violet’s tongue-in-cheek video on how she’d spend the loot (burritos for life, build Hogwarts castle, buy a jet pack) drew 1.7 million views on YouTube. About halfway through her two-minute, 28-second video, however, Violet pledged to apply the dough to her zero-balance college fund, promising a 24-hour video blog if she won.
Violet was the clear winner in a public vote, partly because she enlisted fellow vloggers to entreat their viewers to support her bid.
Lash Allure M.D., whose goal was to establish an Internet buzz about its new lash-enhancing serum, was pleased that the contest’s 100 video entries received nearly four million views, and three million votes on LashAllureMD.com.
“It was such a risk, but it got our name in front of three million to five million people quickly,” said Leesa Smith, executive vice president of marketing at Beauty Bio Sciences, which owns Lash Allure M.D. “It was wildly successful and we are gearing up next fall to do it again or something similar. A lot of big vloggers called and said, ‘If you do it again, we are in.’”
The company sold 3,848 units of the $49.50 serum, or $190,476 worth of product, during the three-month contest, which ended in late December. The serum is carried on Lash Allure’s Web site and at about 200 Dillard’s doors.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)