Seventeen Cosmetics | Rebrand Research - Social Media - Youtube |

As well as designing our app Inside the Walls we are also looking into rebranding the brand Seventeen Cosmetics, a brand that first started in the 1960s and offers good quality makeup at an affordable price!
In today's post we will just be looking at the brand's presence on social media and video sharing platform youtube!

In recent years youtube has become more and more influential in bringing more attention to brands.
In May 2015, 2 year old youtuber Helen Anderson (495,893 subscribers) did a video with Seventeen where she showed viewers how to create a glamorous cat eye look using four of Seventeen's products - the Falsifeye HD Mascara, Wet Look Lacquer, Brow’s That! Brow Kit and the Eye Eye Crayon in White.

Although this was a sponsored video, the views and opinions tend to be the youtuber's own and Helen stated that she has been using Seventeen eyeliner for years,

 “I’ve been using the eyeliner since I was at school” 

“great, reliable and cheap”

In October and November 2015 Seventeen did more collaborations with youtubers, including 21 year old youtuber Gabriella Lindley, also known on youtube as velvetgh0st (804,340 subscribers), featured two of the brand's products - the Seventeen Define and Conquer Contour Kit and the Seventeen Instant Glow Shimmer Brick
 in a video showcasing what she had loved the previous month.

When talking about the contour kit, she told viewers how much she loved the product and even said it was better than a similar high end product!

“I’m in love with these it’s such an affordable brand and I’ve not tried much from Seventeen before actually but now I’m going to be trying everything because the quality of these are insane” 

“It rivals the Nars one for a fraction of the cost”

She then used the same contour kit in a video three months later which this time was not sponsored showing how much she does in fact use and enjoy the product!


More recently, 16 year old youtuber Eve Bennett (116,619 subscribers) a younger youtuber with a large following uploaded a drugstore starter kit video in which she featured Seventeen's Stay Time concealer.

Eve raved about the concealer, claiming it to be better than the Collection Lasting Perfection concealer (another highly popular drugstore concealer)

“I seriously seriously seriously urge you to go by this”

One last youtuber who just this week uploaded a video titled "Huge Boots Haul" was well-known 25 year old youtuber, blogger and author Zoella (10,110,620 subscribers). Zoella featured Seventeen Easy on the Eye palette and Seventeen Define and Conquer Contour Kit.
Zoella has a large and very influential audience therefore by featuring the brand in a video people are more likely to buy the products and the brand itself even featured her on their instagram account!

Have youtubers (sponsored or not) feature Seventeen's products is helpful for generating more sales!

...YorMedia
Victoria