GLOBAL VLOGOSPHERE: The competition to become Marc Jacobs Beauty vloggers is heating up. After starting on Nov. 14 to solicit videos from hopefuls for three available digital roles at the brand, entries have been pouring in on Instagram from around the world. “I have been quite dazzled by the response from the international community, frankly,” said Catherine Gore, global vice president and general manager at Kendo, the LVMH Moët Hennesy Louis Vuitton company that partnered with Marc Jacobs on the beauty brand. “Obviously, that was a key objective for us, and some of the top countries for engagement are Brazil, France, Russia, Italy and Australia.” Gore divulged the brand has recently notched a 30 percent spike in social media engagement from international audiences. In the past month, its overall engagement has doubled.
Although Marc Jacobs Beauty is sifting through vlogger candidates on Instagram, Gore explained the casting is part of a push by the brand to vary its content on YouTube. “We are betting big on YouTube,” she declared. To date, Gore noted Marc Jacobs Beauty has largely focused on its national makeup artists, along with Jacobs, in its videos on the platform, but it will be increasingly adding vlogger content showing viewers how to apply Marc Jacobs Beauty products. “Beauty clients really respond well to the balance of both learning from experienced artists and self-application. The self-application aspect is very relatable,” said Gore. The winning vloggers chosen by Marc Jacobs Beauty will star in a series of how-to videos featuring special guests. They will also receive a year’s worth of the brand’s merchandise and invites to its influencer events next year. Before the final three are picked, 10 finalists will be flown to New York in January to record a makeup application video for a panel of judges that includes Jacobs.
Marc Jacobs has turned to the social media masses for casting before. He selected faces for Marc by Marc Jacobs off of Instagram in 2015 and 2014, when the brand chose 30 finalists from 70,000 entries. In total, more than 104,200 Instagram posts are festooned with the #castmemarc hashtag. Gore suggested the social media casting initiatives are effective at enlisting skilled and genuine individuals to become involved with Marc Jacobs, whether in beauty or fashion. “It’s been really enlightening to see the diversity of artistic talent, personalities and creativity in the entries,” she said. “We have seen some that have integrated humor and others that have showcased video special effects. “They really show the different identities people can embody and how they each interpret beauty and makeup. It’s been wonderful to see.”