L’Oreal Paris Canada taps YouTube star for contest

L’Oreal Paris Canada has just launched a contest on YouTube as part of its celebration of the 20th anniversary of Voluminous Mascara.

The company has partnered with Juicystar07 (a.k.a. Blair Fowler), a makeup enthusiast who gained fame for posting her own makeup demo videos. Looking to leverage her more than 600,000 subscribers and 119 million video views, the cosmetics brand partnered with the YouTube celebrity to launch its V-moment contest.

A video in which Juicystar07 talks about her love of Voluminous Mascara and announces the contest is currently running on her own YouTube channel as well as L’Oreal Paris Canada’s. Since launching on Monday, the video has been viewed more than 290,000 times on Juicystar07’s YouTube channel alone

“We partnered with Blair because she is a beauty expert and high-ranked within the (YouTube) category with regards to views, especially in Canada,” said Maya Kosavalic, interactive marketing manager at L’Oreal Paris Canada. Partnering with this popular blogger gives L’Oreal Paris Canada access to an “influencer” in the beauty category, she said.

Contest entrants are asked to upload a video on the L’Oreal channel in which they share a special memory involving L’Oreal’s Voluminous Mascara – a “V-moment.”

The contest winner will become a YouTube star for a day when their entry is featured in a masthead ad on YouTube Canada’s homepage as well as the brand’s YouTube channel.

“We knew the prize would appeal to a vlogger psychographic because… it allows someone who is a blogger or vlogger to gain access to fans and build a following” through its highly-visible masthead placement.

Canadians lead the world in YouTube per capita consumption. According to comScore data, 71% of Canadian internet users visit YouTube every month. In comparison, roughly 55% of American internet users do the same.

Originally published in Marketing Magazine,March 17, 2011

I thought this was brilliant news for all you you tube gurus out there, but i find it exciting as im a big fan of blairs sister Elle Fowler AKA AllThatGlitters21 :D XXX