Beauty blogs making fuller use of fashion-world videos

PR pros are increasingly interacting with beauty bloggers, now that more are adopting video capabilities to provide a better look at how products are used.

PR pros are increasingly interacting with beauty bloggers, now that more are adopting video capabilities to provide a better look at how products are used.

To cater to the growing number of blog readers and subscribers, beauty blogs are becoming more user-friendly and interactive, with many of them now offering new video capabilities, often through uploads to YouTube.

"Consumers want opinions on products, and to hear how they really work," says Shannon Nelson, editor of beauty blog A Girl's Gotta Spa, which launched in 2005. "The video adds personality to the blog. It gives it more depth and dimension. It's not just what you see on a page. Now you actually get to see the person who is writing it; hear their voice; associate with their personality."

Videos also provide more robust content for readers, and offer them a real-time experience - particularly during events such as Fashion Week and backstage settings - because more beauty bloggers are receiving invitations to attend.

PR pros have quickly figured out how video capabilities factor into their work.

"You can offer video that showcases your spokesperson providing tips, product recommendations, and techniques," says Nancy Lowman LaBadie, EVP of Marina Maher Communications' consumer practice group.

MMC's client Max Factor worked with makeup artist Pat McGrath on a video that showcased its new product offerings.

MMC shot footage of McGrath backstage at the Oscar De La Renta show - including fashion tips and tools from Fashion Week - and then sent that coverage in a video to beauty bloggers.

Specific how-to instructions for recreating the runway makeup look at home were included in the video, as was the new Max Factor product information. The video was first sent to online influencers, like blog Beauty Addict, which published the video, and then it trickled down to consumers who follow the beauty blogs.

"The videos really empower and educate the consumer in a way that provides confidence, and creates an emotional connection," LaBadie says.

Key points:

  • Beauty blogs are adding video features for personality, depth, and dimension
  • Video allows bloggers to connect readers to real-time events, such as Fashion Week
  • Agencies can also partner with a spokesperson to showcase tips as well as a client's products

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