Mumbai, November 2016: Maybelline New York, India announced the resounding success of Glamrs’ new Makeup Basics with Maybelline New York video series, which has accrued over 10 million video views already across Facebook and Youtube. The 8-video series which debuted in June, was an instant success, reaching over 13 million unique users, with extremely high engagement metrics, generated a whopping 250,000 Likes, Comments and Shares.
Highlights of the Video Series’ performance so far:
“Our aim was to create a video tutorial series that would really help the young Indian woman learn the basics of makeup, and Glamrs provided the ideal platform for this,“ said Pooja Sahgal, head of
Maybelline New York, India. “Each video in the series goes through tips, advice and demonstrations that are specifically relevant to an Indian audience, while seamlessly integrating Maybelline’s world class products. The success of this approach, which delivers insightful content to a targeted audience has always been Maybelline’s strength. This is amply exhibited in the high engagement metrics we are seeing for this series”.
“This is by far the most comprehensive and successful Makeup series online today, and we expect to easily cross 25 Million video views in just the first six months,” said Naveen Sadarangani, Founder of Glamrs, which has grown into the largest and most popular video destination for Indian women. “The main reason for this success is the fact that we have really taken the target audience’s needs and blended them with the objectives of the brand, to create a series that is a shining example of highly effective content marketing through digital video. Maybelline has been a phenomenal partner given the richness of content, their forward-thinking approach to engaging with the consumer & the replete product range that they have to offer,” he added.
The video series comprehensively covers the entire makeup process, with each video focussing on a specific element or look. From Foundations & Lipsticks to Kajals & Eyeliners, the series provides insightful advice specific to Indian women, like how to choose the right shades based on your skin tone, how to apply products the right way, as well as tips and tricks that are particularly helpful to first-time users and novices.
Maybelline New York products are blended into the editorial canvas of the videos, with special care taken to never intrude on the viewer’s experience, nor compromise the editorial integrity of the content.
Besides the 8 editorial videos, the Makeup Basics by Maybelline New York video series also includes 6 LIVE broadcasts on Facebook, where viewers ask questions directly to the Glamrs makeup experts who answer back in real time through the live videos, as well as demonstrate the required techniques and tips. The 6 Facebook LIVE sessions have been viewed by over half-a-million women already.
ABOUT MAYBELLINE NEW YORK
Maybelline New York is the makeup brand that captures New York’s energy, edge and style to inspire all women to define their beauty, express themselves and make their mark to Make it Happen.
ABOUT GLAMRS
Glamrs is India’s largest and most popular video destination for Indian women, with a reach of over 60 million unique users and more than 50 million video views every month.