If you were to ask me what are the greatest marketing tools, Youtube is definitely one of the top choices. It’s free, it’s easy to access, and most importantly, it adds sounds and moving images to the message encoded by the video maker. I got addicted to watching makeup videos since a year ago when I started watching Michelle Phan’s makeup tutorials on youtube. Not only does she demonstrate how to use makeup products such as eye shadow palettes and brushes, but she’s also advertising for the well known makeup brand, Lancome. Here’s one of my favourite videos of hers:
Although makeup counters are available in every department stores for consumers to check out and try on their products, it often doesn’t increase their willingness to buy until they really see the effects of the products applied on skin. Here, Michelle is introducing Lancome’s their new makeup products (a year ago) to create a Valentine’s theme. Watching her applying the makeup step by step may easily educate consumers how to use the products as well as increase the awareness of the brand. Looking at the video views and the comments of the video, Lancome and Michelle may analyze consumers’ feedback to the products as well as the response to this marketing tool. As attractive as all the printed ads and commercials out there, I still believe the power of photoshop plays a huge role in exaggerating the effects of products. But Michelle’s videos shows the whole process of makeup application from zero makeup to a transformed beauty.
I personally don’t like having a salesperson following me around the store asking whether I need help and trying to sell me stuff that I don’t even need. Watching videos on youtube at home already educated AND demonstrated how each product works while I’m anywhere with internet access. So I only have to go in the store, pick out the products I want and pay. With this marketing tool, who would want to just risk buying makeup products that “looks” like they’ll work well on them?