Beauty Marketing Tips II: How Fenty, Anastasia, and MAC are Leveraging YouTube Creators

Launchmetrics Content Team

Beauty brands continue to adapt and explore new ways to connect with their consumers, utilizing everything from traditional media, to sponsored celebrity campaigns, and Influencer reach on social platforms. The value of the global cosmetics market continues to boom and is predicted to be worth more than $750 billion USD by 2025, so brands in the sector are stepping up their beauty marketing efforts to be seen by consumers. A tried and tested way to promote a brand and reveal the true effect of a cosmetic product is to showcase it in a video posted to YouTube.

Creators on this video platform can be powerful allies for beauty brands, as they engage millions of subscribers with large volumes of authentic content that entertains and educates, such as makeup and skincare tutorials, product recommendations, and cosmetics hauls. Leveraging YouTube and its creators for beauty brands can help make a major impact and generate top ROI, as YouTube is a hub for beauty creators with large and loyal followings, such as top beauty gurus like James Charles, who in 2016 became the first male brand ambassador for CoverGirl after a tweet featuring his makeup went viral, and with 24 million subscribers he generates an average Media Impact Value™ (MIV®) of $675K per post. And even vloggers with fewer followers like Michelle Phan, a Vietnamese American makeup artist, entrepreneur, and founder of EM Cosmetics with 8 million subscribers garners an impressive average MIV® of $117K per video.  

Nurture Creator Relationships

Brands need to remember that the majority of YouTube’s top beauty videos (as much as 86% in 2017) were made by creators, as opposed to branded or professional content. So working with Influencers on this platform is an invaluable source for beauty marketers, not only to be noticed by creators but also to leverage their content to make a lasting impact on their viewers. To make successful content on the video platform, authenticity is key, according to Derek Blasberg, YouTube’s Head of Fashion and Beauty, who spoke at the 2022 Performance by Launchmetrics virtual summit: “One of the biggest lessons I learned when joining YouTube is that YouTube users are incredibly savvy, they know when you’re getting paid for a product, they know when you’re being disingenuous […] when you think about what creators have done well on YouTube, it’s typically those who have been incredibly transparent and authentic.”

To remain as authentic as possible, not all posts need to be branded, sponsored, or pre-organized, as creators can make content on their own once they have the materials. So ensuring that PR packages are sent to the right creators, such as in the case with Fenty Beauty by Rihanna, who is known for her inclusive makeup color range, is vital. American beauty vlogger Nyma Tang is popular for her informative makeup reviews on products made for darker skin types and boasts 1.35M subscribers. A recent video about a Fenty foundation product where Nyma gave a glowing review made $191K in Media Impact Value™ for the brand. With an average MIV® of 128K per post, creators like Nyma who attract a key audience that may be interested in Fenty products are of essential value to any brand.

Vídeo: FINALLY, reviewing the Fenty Beauty Powder Foundation || Nyma Tang

Hey!I’ve missed you guys!! I know it’s been a while but I’m back again; this time with the Fenty Beauty Powder Foundation. Hopefully you find this review helpful!Have you already tried the foundation? If so, what did you think about it?Make sure to subscribe and turn on post notifications! Love,NymaProductsFind me: Snap: nyma22Instagram:***This video is not sponsored. It may contain affiliate links, which means that if you click on one of the product links and make a purchase, I may receive a small commission. This helps support my channel and allows me to continue to make videos like this. Thank you for your support!***

Creators Know Their Audience

Beauty creators know their audiences well, and the connection they have made with them as influencers in the beauty sphere can be lucrative for brands, so following a creator’s lead as to which content works best for their channel is essential. Every mention counts and can generate major MIV® and exposure. Educational videos and insights around makeup and cosmetic use are some of the most popular types of YouTube beauty content. 

Not so long ago the only way for beauty enthusiasts and consumers to learn new makeup techniques was through books or in-store at beauty counters. But nowadays, beauty marketing specialists need to remember that most consumers’ first port of call is searching online, where masses of YouTube tutorial videos are found. These DIY videos have become a staple in the industry and are an unmissable opportunity for viewers to see the effects and benefits of using certain products to achieve their desired look. Tutorial videos by vlogger juggernauts like Jaclyn Hill with 5.7M subscribers can generate thousands in MIV®, such as the one below that showcases products from brands like MAC Cosmetics and Nars, earning these brands over $210K in MIV®. 


Shop my brand Jaclyn Cosmetics at Ulta! product I use in this video!Jaclyn Cosmetics Hydrapout Lip Treatment – Cosmetics Hydrating Under Eye Primer – Natural Radiant Longwear Foundation – Cosmetics Faux Filler Perfecting Concealer – Cream Bronzer – Cosmetics Brightening and Setting Palette – Broonzer – Bakery Translucent Flower Powder – Goof Proof Brow Pencil – X Jaclyn HIll Palette – X Jaclyn HIll Palette Volume II – Cosmetics Accent Light Highlighter – Mascara – Jacobs Mascara – Lash Wispies – Cosmetics Cream Blush – Cosmetics Rouge Romance Blush Palette – Cosmetics Lip Liner – Cosmetics Liquid Lipstick – Setting Spray –! MY COSMETICS BRAND HERE!https://jaclyncosmetics.comMY NEW JEWELRY BRAND!https://jaclynroxanne.comMY MARKETPLACE!https://iminit.comSHOP MY PALETTES & BRUSHES HERE!! CODE: “JACATTACK” FOR A DISCOUNT♡ ♡ ♡ CONNECT WITH ME!!!MY PO BOX301 W. Platt St # 632 Tampa FL 33606INSTAGRAM:JaclynhillTWITTER:JaclynhillSNAPCHAT:JaclynrhillBusiness inquiries am no longer booking clients)♡ ♡ ♡ * SOME links provided above are affiliate links! I am compensated based on some affiliate purchases.My channel is a fun place for people to enjoy the world of beauty! If you leave mean negative comments or resort to name calling, I will delete your comment & block you. My channel is not the place. This world is so ugly & negative & we desperately need to make a change. I cant control the world, but I can control my channel. Constructive criticism is always welcome! “you’re a lying bitch” is NOT constructive ! Don’t feel like you need to kiss my ass. Feel free to speak your mind but please respect each other! XOXO#JaclynHill

Revealing insights and secrets to success when using beauty products is another proven way that creators make special and intriguing content for their audiences. Becoming a brand that these creators know well, trust, and ultimately recommend by using the products themselves in their videos, is a great way to be promoted in a natural and authentic way. Tati Westbrook’s video on beauty secrets below garnered $137K for brands like Huda Beauty and Mac Cosmetics.


Hey guys, today I’m sharing some of my best makeup secrets. xo’s Tati😇 20% OFF HALO BUNDLES w/ FREE SHIPPING in USA» » »▸ V I D E O S M E N T I O N E D More Game-Changing Beauty Secrets! TIP TUESDAY Playlist *throwback* ▸ P R O D U C T S M E N T I O N E D Bdellium Studio 375 Double Ended Brow/Lash $12Valentino Brow Trio Eyebrow Liner $40Stila Trifecta Metallica $26 // TopazVelour Sassy But Classy $11Ulta Bouncy Cream Eyeshadow $9 // ButtercreamHourglass Ambient Lighting Palette $64Maybelline Master Chrome Highlighter $9.99Scott Barnes Sculpting And Contour No1 Palette $58NARS Precision Lip Liner $24Huda Beauty Power Bullet Cream Glow Lipstick $25 // Angel?MAC LipGlass $19 // Very Go Lightly?✔ E M A I✔ I N S T A G R A M✔ T W I T T E R!/glamlifeguru✔ S N A P C H A T✔ F A C E B O O K DISCLAIMER: This video is Not Sponsored and there are no affiliate links.✔ WRITE TO ME HERE (yes, that’s still my current PR address)Tati Westbrook1905 Wilcox AveSuite 111Los Angeles, CA 90068All Rights Reserved © 2021, Tati Westbrook Hi I’m Tati Westbrook, thank you for watching, please be sure to check out my collection of makeup review videos where you’ll find my best beauty tips, tricks and favorites on everything from top luxury cosmetics to my favorite drugstore makeup. Whether you’re looking for a new product review, tutorial, beauty tip, haul or perhaps even a giveaway, I hope you enjoy watching.

Beauty and cosmetics consumers love to try new trends and engage in fun and exciting content, which is why makeup trend content often goes viral. YouTube, as a popular platform for longer-form videos that dive deeper, has been leveraged by brands and creators who work together to make fun content that viewers love. To stay on trend and keep up with the current conversations in the beauty marketing sphere is a great way to be a part of the conversation and remain at top of mind for consumers.

Nikkie de Jager, better known by her YouTube channel name NikkieTutorials, is a Dutch makeup artist and beauty vlogger with 13.9M subscribers, who is wildly popular for her transformational makeup style. She teamed up with Anastasia Beverly Hills for a sponsored video recreating all the best viral makeup trends from TikTok. This video shown below, which featured the brand’s Dipbrow Pomade product, generated an astounding $492K in Media Impact Value™.

Vídeo: Full Face Of VIRAL TikTok Makeup Trends! | NikkieTutorials

I teamed up with Anastasia Beverly Hills to bring you today’s video where I try your list of VIRAL TikTok makeup trends— including Spock Brows using Dipbrow Pomade. Red lipstick before foundation and a crazy full-coverage drugstore foundation powder! Enjoy and don’t forget to thumbs up and subscribe!🔥 PREVIOUS VIDEO • Guess The GURU Challenge! OMG! → 🔥BUY MY OWN EYESHADOW PALETTE HERE 🦋 sure you subscribe to my channel and hit the notification bell, so you don’t miss any of my new videos →••••••••••••••••••••••••••••••••••••••••­­­•••••••••••▷ LET’S BECOME FRIENDS!!TWITTER ‣ ‣ ‣ ‣▷ OTHER VIDEOS YOU CAN CHECK OUT…….👑 THE POWER OF MAKEUP ►💻 Doing LADY GAGA’S Makeup! ►🎀 Doing My FIANCE’S Makeup! ►🍑 POWER OF MAKEUP: KIM KARDASHIAN WEST ►••••••••••••••••••••••••••••••••••••••••­­­•••••••••••Disclaimer ‣ This video is sponsored by Anastasia Beverly Hills. All thoughts mentioned are my own. No affiliate links are used. Honesty is key on my channel. Thank you for supporting me!Visuals & sound by Studio Beng Beng:ʕ•ᴥ•ʔ, I love you.

Once your YouTube creator strategy has been tailored and implemented, it’s important to measure the results of your efforts and utilize digital tools to determine impact and ROI – for more on how to track your beauty marketing efforts, download our guide below!

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