Beauty players enlist social media stars to help boost brands
SAM & NIC CHAPMAN
This sister team that goes by the name Pixiwoo proved the power of influencers behind beauty launches. They inspired Paris Presents’ Real Techniques, one of the biggest mass market success stories. The duo was recently named YouTubers of the Year at the Glamour Women of the Year awards.
The U.K.-based Chapmans are makeup artists who grew up in the business and studied professional makeup artistry. In 2008, to help a friend create a smoky eye effect, Sam uploaded a video to YouTube. From that, the Chapmans’ instructional makeup videos were born, transforming the sisters into visionaries who pioneered a new platform of makeup artistry through YouTube.
In 2010, Paris Presents’ Real Techniques approached them with the idea of creating the right tools to go along with the tips, and a brush collection was born in 2011. Since the relationship kicked off, the sisters and Real Techniques have grown their collective social community exponentially — from 30,000 initial video subscribers to more than 7 million beauty lovers across the globe. Combined, their Instagram accounts exceed 1.2 million followers (@pixiwoo and @pixiwoos).
JAMES CHARLES
Last year, James Charles became CoverGirl’s first male “cover girl.” Now 18, he has more than 1 million YouTube subscribers.
He has 2.4 million followers on Instagram (@jamescharles).
His first gig for CoverGirl was in a campaign Cover Girl So Lashy mascara, which is formulated to be universally flattering and “work on all lash types.”
AMBER FILLERUP CLARK
Also known as Barefoot Blonde, Amber Fillerup Clark is coveted for her power to convert content into sales.
She has 1.3 million Instagram followers (@amberfillerup) who check out her lifestyle dominated posts of her family.
Her blog is filled with beauty tips, such as a recent post on the Five Best Mud Masks for Every Skin Type. Clark is also popular on Pinterest, where many copy her hairstyles. She also has her own line of clip-on hair extensions.
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