BEAUTYcrew, Pacific’s online beauty destination that taps into maire claire, InStyle, WHO, Girlfriend, Better Homes and Gardens, Women’s Health, New Idea and Men’s Health brands, has partnered with Revlon for a first-to-market interactive video format to coincide with the launch of Revlon’s #defineyoureyes campaign.
The four-in-one interactive video is an Australian beauty media first which sees users select their eye shape on-screen to unveil a customised step-by-step makeup tutorial personalised for their eye shape.
Carli Alman, Editor, BEAUTYcrew said: “Our audience loves highly personalised beauty advice. Interactive and responsive video functionality now allows BEAUTYcrew to take personalisation to the next level, with a tailored guide to this season’s most in-demand high impact eye make-up. We are delighted to collaborate with Revlon, who from the outset have shared our ambition to bring to market innovative, personalised new content formats – which are simple and fun to use.”
The video is hosted on BEAUTYcrew.com.au and 15-second video teasers are amplified across social platforms including a pick-your-own-path Facebook canvas (Australian beauty first) which serves the consumer a series of questions and options, to choose her beauty journey. A three-week #tuesdaytutorial Instagram stories series also brings the content to life. Featuring BEAUTYcrew Beauty Editor, Iantha Yu and influencer and beauty YouTuber Karima McKimmie this provides consumers with real-time tutorials and advice.
BEAUTYcrew Brand Partnerships Manager, Amy McKean says, “Beauty content in the digital age has changed. Brands and commercial partners need to be able to deliver personalisation in a useful way that is not invasive. This campaign is embedded in a theme of beauty personalisation in an engaging, playful format that puts the consumer and her specific beauty needs first.”
Revlon Senior Brand Manager, Marisa Laria says, “We are thrilled to be working with BEAUTYcrew on an industry first in the digital space. This format allows for true personalisation and interaction while showcasing the versatility and innovation within our new ColorStay eye collection. We understand it can be challenging for women to feel confident with makeup application so we hope this empowers them to experiment and to live boldly in their own way.”
Launched in 2016, BEAUTYcrew is the number one online beauty destination that combines the expertise and reach from their own content team plus the combined power, influence and reach from the portfolio of Pacific brands including: maire claire, InStyle, WHO, Girlfriend, Better Homes and Gardens, Women’s Health, New Idea and Men’s Health.
The BEAUTYcrew brand has experienced phenomenal success in its first two years in the market, including 14,000 daily unique browsers generating nearly half a million monthly impressions, 120,000 Australian Facebook fans and a new BEAUTYcrew Tried and Tested star rating which has become a trusted stamp of approval from Australian beauty consumers.