On August 1st in Shanghai, 111 girls stood on the stage of the Renaissance Mingjie Hotel, and everyone’s makeup was carefully painted. They are selected from amateurs in the three competition areas of Shenzhen, Shanghai and Beijing. After further selection, some of them will be packaged as professional beauty experts and release a series of beauty videos.
This is the launch site of an online variety show called "My Beauty Bestie". It is co-produced by Asia Beauty MCN LEFERI Agency (LEFERI for short) and China's Tencent. It will be broadcast at the end of September, and the main sponsor is the Korean cosmetics brand Innisfree. After the show, LEFERI will sign contracts with the best of the 111 beauty experts to provide the best technical support and live broadcast platform.
The scene was brightly lit, and the beauty experts showed off their ingenious makeup skills and clothing matching skills to the greatest extent. Even if they were wearing uniforms on the scene, their subtleties could be seen from their shoe matching, hairstyle and makeup matching and other details. When asked what type of girls would be more popular, LEFERI's Shanghai manager AMAO said: "Have their own personality and distinctive style." Contestants who have a huge difference between before and after makeup or who have excellent makeup skills will be more welcome. ”
The rapid development of technology has given birth to the internet celebrity era, which started with QQ Space, then blogs, Weibo, and now Instagram, Facebook, WeChat Moments, etc. Edited content has more diverse presentation forms.
In the past 10 years, there have been trends in what kind of beauty bloggers are popular. “The way beauty bloggers publish information has gradually transformed from sharing pictures and texts to sharing videos. Take the Korean beauty industry, which is leading domestically, as an example. Its current mainstream beauty sharing model is mainly based on video. Domestic beauty bloggers are now also following this trend. After all, girls are increasingly willing to spend time and money to learn beauty knowledge, and videos provide them with a three-dimensional and clear way to learn. ”AMAO said.
Enter "beauty tutorial" and other similar keywords, and you can search for more than 70,000 videos on Youku. In the beauty expert ranking list of Meipai APP, the number one expert has about 450,000 fans and 750,000 likes, which shows its popularity.
In addition, it is undeniable that the purchasing influence of beauty bloggers is becoming more and more powerful. Noting the huge commercial value contained in it, some cosmetics companies have begun to join forces with well-known bloggers. “When bloggers’ popularity reaches a certain level, they can obtain financial benefits by accepting some commercial promotions. ”AMAO explained this cooperation model. Last month, L'Oréal, the world's largest cosmetics company, signed 15 beauty bloggers in one go, allowing these influencers to participate in product marketing and promotion as opinion leaders.
As beauty bloggers become more and more powerful and their fan base grows larger, many big brands have realized that a 30-second advertisement cannot let ordinary people know how useful a beauty product is. However, bloggers’ 30-second beauty videos, or even one sentence and one picture can make women crazy about it and even snap it up.
Korean beauty blogger Pony is currently one of the most well-known bloggers in China. She has more than 2.3 million fans on Instagram. Almost every post she posts can receive tens of thousands of positive comments and thousands of comments. With the characteristics of being easy to use, super practical, cutting-edge and amazingly effective, it has gathered unimaginable popularity.
So, taking advantage of the fan economy, Pony not only published beauty tutorials and books, but also launched its own makeup brand PONY EFFECT in cooperation with the Korean makeup company Memebox.
Michelle Phan, another Vietnamese-American who has long topped the list of beauty views on YouTube, also started her makeup career by filming simple makeup tutorials in the comfort of her home. In China, her popularity began on Youku, with more than 7.7 million fans, and her video click rate once reached 2.55 million per month. After 2015, she also appeared on the "Forbes Under 30 List."
This is an era of traffic dividends, and fashion bloggers have become a group as influential as celebrities. This is an increasingly prosperous and sophisticated business model with more and more competition and opportunities. Who can predict how beauty bloggers will develop in the next 10 years?
