Bobbi Brown Launches YouTube Channel
Bobbi Brown is going after the younger, tech-savvy crowd with lauch of her new YouTube channel I Love Makeup.
Bloggers have become "increasingly influential" Brown told WWD and so much of the beauty community thrives on how-to videos. In this smart move, Brown is going after costumers where they feel most comfortable. Brown insists her products won't be the only ones used on the channel and is using it as a tool to build a community.
"Millennials don't want to be marketed to," Bobbi Brown's president Maureen Case adds. "They want to do the discovering. YouTube allows us to experiment, and this channel is a great opportunity to go where the Millennials are playing."
About Bobbi Brown:
As a successful makeup artist with access to everything in the market, Bobbi found nearly all products looked too artificial, making it impossible to create a gorgeous, no-makeup look.
Ten years into her freelance career, a chance meeting with a chemist at a magazine photo shoot changed everything. "I had the idea to create a lipstick that didn't smell, wasn't dry or greasy, and looked like lips, only better-and I told the chemist about it," she says.
The chemist made the lipstick following Bobbi's unprecedented specifications and the result was Brown Lip Color, a pinky-brown shade. Nine other brown-based lipstick shades followed soon after, and Bobbi's set of lipsticks was complete.
In 1991, her 10 lipsticks debuted at the Bergdorf Goodman under the name of Bobbi Brown essentials. Bobbi was expecting to sell 100 in a month. She sold 100 within the first day.
The message was clear: Women wanted makeup that was simple, flattering, and wearable.