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?