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.
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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.