Making Up in the Make-Up Industry
Like many others, Lauren also started by trying to sell beauty products on the auction site, ebay.com. Soon, users asked her if she could demonstrate the use of her products on the Net.
This gave birth to the idea of making online films showing people how to do eye make-up. There you could see her, sitting on the floor of her apartment, holding up her make-up brushes and facing a very basic video camera, telling viewers around the world just how to get the right make-up effect.
Her attention to detail, though evident in her make-up skills, does not extend to getting that snoring pug out of the room while she demonstrated beauty products in her online tutorials. This just shows how earthy and natural she is, and how keen she is to get ahead in life quickly and simply.
Her videos are neither sophisticated in style nor are they edited. Shot at home, they are compelling since they are in complete contrast to the glitz and glamour of professionally made videos. They are just plain in-your-face information segments on how to do your face in five minutes, about mascara or what have you.
By posting them on YouTube with the username panacea81, she hit on this growing medium which works by being an online video sharing community. Instantly, she reached out to millions of women who didn’t know how to dress up their faces to accentuate their features best. At their request, she demonstrated the look of Britney Spears, Amy Winehouse or Cheryl Cole and Leona Lewis’ style in the song Bleeding Love – something that viewers have watched 2.3 million times!
She continues to sell beauty tips and products in a before and after format, so that viewers can see a much transformed Lauren with the correct usage of the product in question.
In an age where people are tired of being talked down to by experts who know how to wear the perfect makeup, who look as poised as we could never be, as perfect as a china doll, and as chic as the cover girl of a fashion magazine, Lauren Luke's usage of YouTube for marketing is a welcome change.
“No, she’s our present-day Everywoman," says New York Times, “who’s speaking to you and me, to the girl next door, and to the woman in the street. She’s warm, gentle, and speaks with emotions and about emotions."
The next section shows you the power of YouTube to get your message across. It's not easy but it's not that tough, either. All you need is to do something that strikes people on the right note. Check out how Luke did it while also studying some tips that may be useful to you.