CAMERA READY: Allure is ready for its close-up. The beauty magazine will today become the latest Condé Nast title to get its own YouTube channel, a project helmed by Condé Nast Entertainment.
This story first appeared in the April 2, 2014 issue of WWD. Subscribe Today.
If video sounds familiar for Allure, it’s because it is — the publication already runs a variety of them on its Web site, including backstage videos during fashion week, beauty blogger ones and instructional makeup clips. Although the YouTube channel is a video-centric launch, Allure said shoppable video might not be too far behind, although it stressed it is too early to talk timelines.
The YouTube channel is an updated take on Allure’s content, which will now include four series, titled “Beauty Basics,” “Cassandra,” “Beauty Evolution” and “Hair Tyrant.” “Beauty Basics” is a 10-episode instructional channel, while “Cassandra” is a 12-episode show in which online star Cassandra Bankson makes home visits to viewers and gives them a makeover.
“Beauty Evolution” takes a similar theme of makeovers and, over the course of 16 episodes, takes a look at the style evolution of celebrities in a humorous way. “Hair Tyrant,” a 32-episode series, shows the opinionated VIP stylist Ashley Javier “transforming” real women.
Although the channel boasts some big personalities — Javier especially — Allure editor in chief Linda Wells said she’s aware of the “dizzying” volume of beauty videos and vlogs already on YouTube.
“There are so many people who are making videos from their bedrooms, but we can give a more authoritative look,” said Wells. “People like to relate to the girl in her bedroom, but we can say we’re Allure, we have a more definitive look and a lot of access.”