Vlogger Products And Ranges: Why I'm Over It Already (Before It's Barely Started)


For the past god-knows-how-long we consumers have been inundated with celebrity endorsed products. While it has been notoriously seen within the beauty industry, our celeb-obsessed society means that this marketing is seen in many-a-field; from insurance, to food and fashion, every advert seems to feature a very familiar face. Sticking a celebrity's face on the poster for your product was a sure-seller for a long time; just look at the perfume market and count how many pointless Z-listers have their own fragrance out. Lately, it seems, our fast-moving industry and constant desire for more in this day and age means that your more commonly known celeb is being rivalled by a new breed of endorsement; the vlogger.






Just as J-Lo or Britney Spears was new and exciting within beauty marketing about 10 years ago, the vloggers who captivate and corner the new generation of beauty enthusiasts are being pounced upon by brands looking to collaborate and capitalise on their success. The likes of Zoella, Tanya Burr and Alfie Deyes have become like celebrities in their own right, albeit finding success on YouTube rather than PopIdol. It's no wonder that brands want these vlogging superstars, with millions of followers to hand, to represent their brands or churn out their own products; youngsters, teens and beyond adore them and observe their every move. It screams money.


From a business perspective, it's a no-brainer. But from a beauty enthusiast's perspective, I feel completely torn. On the one hand, I am glad and happy for their success- there's no doubt they've worked incredibly hard for it- and think successful blogs/vlogs should be celebrated. On the other, I'm getting tired of all the crap that keeps getting produced with their names attached to it. I am in no way jealous of them, although what I will say next may indicate so.


I have never been a fan of many of the 'big YouTubers'. I've always found Tanya Burr a bit vacant, Zoella's fairy lights and girly approach doesn't appeal to me, PointlessBlog is, well, pointless. They are not the kind of videos I like to watch; give me some down-to-earth beauty talk from Pixiwoo any day of the week. It's all too 'airy fairy' for me. But that's fine, not everyone has to love the same things, we all have different appeals, we all have different opinions. Maybe this is why I do not relate in the slightest to the products being churned out by the vloggers in recent times.


I've tried Zoella's beauty range and think it's pretty crap. Same with Tanya Burr's. Fleur de Force has an Eylure eyelash range coming out. Marcus Butler has an autobiography out at the age of 23 despite his life being played out on the Internet anyway. Burr, Fleur, Zoe and Alfie all have books out too. The only things I do make an exception for is Ruth Crilly's (A Model Recommends) own brand Co-Lab hair range (which isn't just her name being exploited for marketing purposes) and Pixiwoo's RealTechniques brushes which are DA BOMB.


What I'm trying to say then, is that essentially, I'm getting pretty sick of all the vlogger endorsed products already. Most of them are pointless, not very good, and their names don't appeal to me in the slightest. For genuine fans, I'm sure it's fantastic; just like how many Katy Perry fans would flock to purchase her Killer Queen perfume. It just seems like so much vlogger-related "stuff" is being released in such a short period of time, and so many brands seem to be jumping on the YouTube bandwagon. I must also add that I'm not at all blaming these social media stars (who wouldn't take those opportunities), nor is it limited to YouTube; walking through Superdrug I saw more Eylure lashes with a random 'Instagram famous' face attached to the packaging. I get that both parties are capitalising on their current fortunes (good on them), but it's kind of annoying. They irritated me anyway, and now the mass infiltration into the beauty and book market is just too much.  Will it be here to stay, or will it be a short-lived beauty phase? Where do you see the marketing of beauty products going?






What do you think? Is it a case of 'love the videos, love the products', or is the 'team internet' hold over the market becoming overbearing?



Pretty and Polished

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11 comments

  1. I know exactly what you mean! If I felt that they were some way involved in making the products and they were good quality then I might be interested (like Pixiwoo's brushes-I have lots!). However, I've always thought that too many celebrities and youtubers/ bloggers alike are slapping their name on something just to make money and not because the product they're advertising actually means much to them other than that. As you say, you can't blame them for taking the opportunity but it is a bit much when everyone is being bombarded. I've actually got to the point where I find some of the more famous youtubers annoying because their face is EVERYWHERE. I even bought a copy of Glamour magazine the other week to find one of their faces in it. It's nothing against them personally but I just think they're a bit too in your face if that makes sense? Em x
    http://themusingsofem.blogspot.co.uk/

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    1. Totally know what you mean. It's all a bit too much in a short space of time. I think the best words are obsessive and overwhelming. Great for them making money from it, but as someone in the public eye you've also got to market yourself in a way where you don't overwhelm your fanbase. I also don't believe that they had much to do with their product ranges....other than lending their name. Thanks for your comment x

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  2. I have nothing to add to this post really because you summed it up perfectly. I think Zoella, Tanya and the like have that target group of young teenagers who just adore them, so they can sell makeup bags with a guinea pig wearing glasses on them... I do wonder what will happen when those fans grow up though. I love brands like CoLab and RT because they were a good brand to begin with and looked for someone famous who couldn't just be a face but also help develop a better product and I mean we all know how Real Techniques turned out! Everyone is using those brushes because they're amazing and they're not just some floral smelling shower gel that they put polka dots and a name on. Rant over.

    www.livinglifeindocs.com

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    1. You've hit the nail on the head. CoLab and RT have done it right...the others have just churned out pointless products which you can tell no real effort has gone into. It's not something you'll keep repurchasing because it's a GOOD product, they are just products for their fans (who will rush to buy them whatever the quality). Thanks for your comment Allie x

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  3. I agree, for the most part. I have a pair of Tanya's lashes that I do like, but they're not actually anything special. And all of the Zoella products seemed mediocre to crap. I think if they're filling a legitimate niche (like RT - affordable but high quality brushes) that's one thing, but Zoe and Tanya's lines seem to be average at best, and really unneeded - I mean, I can get a cheap lip gloss from Revlon, Rimmel, MUA, and countless other brands, why do I need Tanya's? It also feels a bit opportunistic since so many of their fans are young girls who will be easily swayed by their endorsement without thinking through if they really need it, or if the product is of good quality.

    I feel the same way about all the vlogger books, too. Like, as much as I like Louise from SprinkleofGlitter, why does she need a book?! Like you said, they put everything on the internet anyway, and it's not like anything they say is particularly life-altering to begin with, haha.

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    1. Thanks for your comment! I agree that those makeup lines seem tedious because they aren't adding anything new or exciting to the beauty world...makes it seem pointless xx

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  4. I completely agree.. although I am one to try out new products or buy the books because I am generally interested in trying them out. I feel like it's too much to soon.. if it had been gradually added to the market it wouldn't be so 'in your face' when you see all of the different YouTuber brands everywhere. I see it that in the past year?ish there has been an incredible jump from YouTube only, to now Brands, Books and over rated products which are only produced for the name & money. Which makes their intentions doubtable, is it for the money or for the love of what they are doing.
    xo

    http://kerryberrysocial.blogspot.co.uk/

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    1. Your comment is spot on- it is definitely a case of too much too soon, which makes the market feel a bit overwhelmed with all these bloggers/vloggers seemingly doing the same thing! Xx

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  5. This post makes me glad it isn't just me who feels this way! I bought the LIBawards Winners Box and people had actually voted Zoella's Tutti Frutti Fizz Bar as a winner - it smells awful, looks aimed at 12 year olds and the cheap and nasty ingredients list have made it a product I will not be putting anywhere near my skin! The books make me laugh - most of them are ghostwritten or just plain vapid. And Pointlessblog, definitely pointless, I agree xx

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    1. That's amazing. I can only assume that it won because of her massive fan base voting for her rather than the actual quality of the product? xx

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  6. Oh my god that PointlessBlog joke had me in hysterics...SHOTS FIRED SOPHIE, SHOTS FIRED. And don't get me started about book deals--YOU GET A BOOK DEAL, YOU GET A BOOK DEAL, EVERYONE GETS A BOOK DEAL!!1!11 I'm all for supporting people's hard work, but really, I don't see how much hard work is involved in filming your day-to-day life and I'm not sure how these people can be seen as role models??

    Pixiwoo and Ruth Crilly though---their products are genuinely amazing though

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