In one video, The Lipstick Lesbians visit Milani Cosmetics' production of baked powders; another focuses on the unique benefits of the brand's Lash Extension Tubing Mascara.
Milani Cosmetics; provided by brand
Those of us embedded in the beauty industry already understand it's a serious business, with financial, emotional and well-being impacts around the globe. But, for many in the public, the industry's significance and inner workings can often feel obscure or hidden. L'Oreal and Milani Cosmetics offer two views toward demystifying beauty while insisting on taking it seriously.
Beauty's Need for Authenticity
In the early indie boom years in the 2000s and 2010s, many brands were run by bloggers and influencers, which made sense: who else was better qualified to deliver an authentic voice and willingness to share industry secrets?
Now, in the post-boom era, in which so many upstarts have been acquired or faded away to make room for new brands, consumers have found themselves lacking reliable, authentic voices.
Milani Cosmetics x The Lipstick Lesbians: Pulling Back the Curtain
Milani Cosmetics has tackled this issue by teaming up with The Lipstick Lesbians, an influencer team that prides itself on real talk about product quality, as well as a penchant for giving a behind-the scenes view on the business, manufacturing and chemistry realities of the industry.
The influencers have partnered with the brand to launch a four-part series of videos featuring Milani Cosmetics’ product formulations, packaging and other brand aspects.
In one video, The Lipstick Lesbians visit Milani Cosmetics' production of baked powders; another focuses on the unique benefits of the brand's Lash Extension Tubing Mascara.
By giving a view into the brand that's more than skin deep, the brand-influencer partnership offers an opportunity for a deeper brand connection and sense of trust.
To note, this partnership reflects growth in Milani’s influencer strategy, as the brand looks to engage with those who already resonate with its products and include them in their daily routine.
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L'Oreal: Exposing Beauty x the Human Experience
L'Oreal's approach also taps an influencer known for authenticity in beauty: actor Isabella Rosellini.
In a partnership with the NY Times, L'Oreal has launched the This is Not a Beauty Podcast, which "explores the essential role beauty plays in the human experience."
Running six episodes, the podcast series will explore:
- the role of hair and makeup in politicians' styling
- the business impact of beauty in the economy
- the rise of technologies to support better diagnostics and to render products more accessible
- the future of skin care innovation from a clinical and scientific perspective
- the prominence of beauty in sports culture
- the wellness x beauty interface
