Michelle Phan’s Digital Beauty


Your new look is just a click away. The launch of Em Cosmetics by L’Oréal marks a milestone in the digital age. Co-created with YouTube beauty guru Michelle Phan, it is the first move by a makeup company to partner with one of the leading ladies of Internet makeup tutorials.

“Beauty lovers are increasingly consuming and sharing information digitally, through online communities. We saw the power in these communities and wanted to meet them where they live – online,” says Carol Hamilton, president of L’Oréal Luxe.

Ms. Phan began releasing videos of her story driven makeup tutorials in 2007 and has worked her way up to a whopping 1 billion views and 4.5 million followers. “My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” explains Ms. Phan. And now each woman can.

Ms. Phan provides a tutorial for each product and look but users can also upload their own tutorials to a personal profile. Each look is accompanied by a video where women can shop directly from the video player while learning how to create the desired look. In addition, the website provides a ‘people like me’ feature, which allows women to identify other users with similar skin tone and shop the same products. The most popular product on the site is The Life Palette ($75), with 36 refillable eye, cheek and lip shades themed for specific life moments such as Love Life, Day Life, Career Life, Beach Life, Party Life and Night Life.

Ms. Hamilton says, “[Michelle] represents exactly what this line is all about – community, empowerment, artistry.” Ms. Phan’s community can be seen all across her brand. From providing input on launch products to appearing on package design, brand photography and the website, her fan base remains at the heart of Em.

By Chelsea Zweig


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