Brands Embracing Vlog Haulers

Less than a year ago an unlikely (and unfortunately named) fashion and cosmetics trend began sweeping the scene: vlog hauling. Today, what was once an internet phenomenon where women, thirty-somethings, and tweens alike would show-off an endless array of new purchases via web cam—garnering tens of thousands of viewers in return—is now a bona fide brand marketing tool. “Some people complain that haul videos are shopping porn, presumably because the girls are in their bedrooms, but I suspect that those people just haven’t seen enough of them. The videos are extremely tedious,” Cathy Horyn wrote of the nascent shopping practice. But audiences have yet to grow tired of the video diaries. And not surprisingly, the movement, which by default offers brands exceptionally potent—and nearly free—advertising, has caught the eye of quite a few major labels: L’Oreal and Maybelline, to name a few.

“L’Oréal is launching a YouTube style channel, but rather than hire professional makeup artists to showcase its products, the brand has tapped the world’s most ravenous cosmetics consumers: haul vloggers!” says The Cut. The channel, dubbed Destination Beauty, will feature appearances from the likes of KandeeJohnson and Panacea81.

Meanwhile, late last month Maybelline debuted what might be the world’s first haul vlog-inspired makeup line. Called MNY, the cosmetics collection is exclusive to the European market. “Lower priced, fast paced, and color drenched, the cosmetics collection is aimed at a generation of young women used to finding out about products through haul videos, street fashion and beauty blogs, rather than via magazines and TV shows,” says Women’s Wear Daily. The brand is relying entirely on word of mouth and digital initiatives (on sites like Facebook and Twitter) to help MNY become a household name instead of relying on any form of “traditional advertising.”

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