Shane Dawson is breaking into the beauty world

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Shane Dawson is one of the most innovative Youtubers that have been on the platform. He started over 10 years ago and has gone from short video skits to full blown docu-series that are changing his life. 
Background information and Research
Shane Dawson has been on the internet since Youtube has really been big. He has managed to outlive many other fad Youtubers over the last 10 years and rework his brand to fit in with the current trends. Shane switched from his 5-day a week uploads to taking month long breaks to film 5+ episode docu-series. Shane currently has 22.9 million subscribers on his channel.
Shane is in the process of uploading his newest series, The Beautiful World of Jeffree Star. Jeffree Star is a large influential beauty guru. He owns multiple businesses that help many different Youtubers sell merchandise and create makeup lines all while giving these Youtubers a fair cut of the product. Jeffree has gotten to be close friends with Shane and decided to help him by making him a merchandise line and a makeup line. This is a big deal because Shane has never been able to release popular merchandise that he gets a fair share of.
Campaign and Results
Shane knowing that these huge lines connected to his name are coming out, he decides to film the entire experience. Shane took almost a year off of Youtube to spend all of his time filming and creating with Jeffree. The idea of Shane releasing a makeup palette was teased in a video with Jeffree last year, so once this series was being posted about Shane’s viewers were already coming up with ideas. 
Fan’s started making mock-ups of what they thought the palette would look like and speculating anything about this new series that they could. Shane constantly teased little amount of information that continued to fuel this excitement of what could possibly be happening. 
The very first video of the docu-series was posted Oct. 1st and showed how much viewers would see into the business side of the beauty world. The first video has been viewed 24,260,882 times. The videos range between 24 million and 16 million views per video. This is a great feat because Shane is using these videos as his only source of marketing for these products. 
On top of using these videos to market his product, watching Shane go through the process of making the makeup line and proving the quality of the products is a big deal in the beauty community. People buying makeup products are never 100% sure of the quality of the makeup they pay so much for. Watching every single detail shows a brand new side of the community and will continue to change the way makeup is advertised and shown to the world. I think this is a very smart way to advertise a new brand and make sure people want to purchase it.

Comments

  1. LukeDecember 5, 2019 at 12:32 PM

    Shane was never on my radar until his new docu-series. I'm excited to see how his interviews and topics expand his brand though.

    ReplyDelete

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