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BizReport : Ecommerce archives : October 28, 2014

Halloween is the biggest make-up event of the year on YouTube

Beauty videos are a popular topic on YouTube but, according to recent figures released by Google Think Insights, Halloween is when make-up tutorials are at their most popular.

by Helen Leggatt

Getting the look just right for Halloween appears to be an important feature in the world of mascara and lipstick. YouTube's community of make-up artists and beauty advisors expect to see a huge uptick in video views during the spooky celebrations.

According to data from Google Think Insights, Halloween drives 57% of video views for seasonal make-up tutorials and is the biggest make-up event of the year.

The findings are part of a recent study that looks at beauty trends across the year and, says Google, YouTube has become a 'must-have beauty tool'. In fact, make-up tutorials are the most-viewed how-to genre of any other kind on YouTube. Furthermore, they influence purchases with 70% of beauty purchasers saying that YouTube videos have an effect on what products they buy, particularly videos by well-known video influencers such as Michelle Phan.

The authenticity of YouTube influencers is key, says L'Oreal USA CMO Marie Gulin-Merle. "Working with YouTube influencers allows the brand to reach an elusive audience that's crucial to the growth of the business in a very authentic and credible way. We don't try to change the way the influencers communicate with their audiences - that's what makes them successful."

Other key points in the year that beauty videos are popular include Spring when prom-related searches are prevalent, Valentine's Day and in Summer make-up for weddings sees a large rise in searches.

Tags: beauty, trends, video, YouTube

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