For my conference/blog project, I have decided to explore a different side of the beauty/fashion blogger industry. Over this past year, I have become fascinated with the growing influence of ‘beauty guru’ bloggers, who make up a substantial portion of YouTube’s market. In comparison with other bloggers, ‘beauty gurus’ represent the true medium between both the public and private spheres of the social media world. Their growing influences have created a new ‘niche’ within the fashion industry, which has affected and connected millions of people on a global scale, who have also begun to start their own YouTube channels, in order to achieve the same affect, as their predecessors. Beauty gurus are able to establish their own personal brands and professions through various forms of social media. They stay connected with their audiences via video, Twitter, Instagram, Facebook, blogs (etc.). Through these outlets, these bloggers are able to expand their statuses and platforms, far greater than any other blogger on the Internet. They symbolize both a ‘role model,’ and ‘marketing symbol’ for both the general public and other larger corporations. In addition, because of their following and social networking skills, they are able to take part in big-scale events, such as a Fashion Week and provide live-feed updates for their followers. Recently, the reality show, Project Runway, featured a handful of ‘gurus’ on their show, in order to create a design, which would predict the newest trend for 2014. Large companies, specifically makeup companies, have started their own YouTube channels, in order to add another outlet to their platforms. Through these larger outlets, many beauty bloggers have established sponsorships and created their own fashion, makeup, and other lifestyle brands. However, the key to their success lies in their personal styles and authentic voices. Despite all of their success, YouTube allows all of these beauty gurus to distinguish themselves from the massive bloggers within the fashion industry. Their individual voices are an important factor, concerning their achievements. Therefore, for my conference project, I would like to write about the effectiveness of their methods of social media and how they form their own social identities. Ideally, it would be really cool to get an interview with one of them (via email ?) and get their personal opinions on this important subject. Since I have such a personal interest in both fashion, marketing, as well as with these 'beauty gurus,' I think this would be a fascinating topic to explore. Moreover, it combines all the issues of 'cyber-celebrity,' fashion, marketing, and personal blogging/connection with Internet users.
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Project Runway Article
Here are just some of the 'beauty gurus' or bloggers, who I am interested in looking at. All of them either have fashion and beauty lines, or have started their own companies. However, they all started from YouTube or from their own personal blogs. Hopefully, this list will keep expanding. (Click on the link if you want to view their pages).
Chrisselle Lim
Michelle Phan
Zoella
MissGlamorazzi
FleurdeForce
NikkiPhillippi
DaniAustin2
Kandee Johnson
Lisa Eldridge
ThatsHeart
Kayla LaShae (akaydoll)
Gigigorgeous: Transgender beauty blogger: speaks about a wide variety of topics: fashion, beauty, lifestyle (She is not a typically beauty blogger, but she uses her following for a noble purpose).