Pony Makeup YouTube Channel
Hye-Min Park, also known as Pony, is a famous South Korean beauty expert who has been blogging about Korean makeup for years. She creates makeup tutorials and posts them on YouTube. Because of her clear descriptions and trustworthy products’ reviews, she has approximately 2 million subscribers and many makeup brands, especially South Korean brands, are asking for Pony to review their makeup products. Now, Pony becomes a trendsetter in South Korea and she even creates her own beauty brand called Pony Effect.
1. Celebrities Makeup Tutorials
This type of tutorials helps Pony to gain more public reactions in international bases. It can also attract fans from those celebrities, such as Taylor Swift, and get high number of views.
2. Tutorials’ Positioning
A large number of people are seeking the right bloggers to help them making chooses before they purchase makeups. Pony is the most popular one in South Korea. She is targeting viewers in their 20s and 30s and uses both affordable and high-end makeups in her tutorials to fulfil needs in these two ranges. Pony also mixes of both soft and strong makeup styles for viewers with different makeup preferences.
https://www.youtube.com/watch?v=WxkVZxWjxKo
3. Pony Effect
In 2015, Pony launched her own makeup line called Pony Effect. Pony is the celebrity of her own brand and viewers continue buy makeups based on her videos. Since Pony has a great reputation on makeups, many of her viewers start to buy her products. This is a common digital marketing strategy: building brand loyalty, increasing brand awareness, and creating purchase intents. It usually works very well.
Images Credit to Review: Celeb Makeup Artist PONY’s Makeup Line PONY Effect
Pony did a great job on transforming from a YouTube blogger to a brand owner. Since all videos on Pony’s YouTube channel are benefiting both viewers and Pony’s company itself, it is a long-term and health marketing strategy.
