Makeup tutorials have become a bit of an internet phenomenon. YouTube is flooded with how-to guides on everything from getting the perfect cat eye to emulating the look of [insert famous person here]. And despite the fact that most of them are done amateur-style, uploaded by non-professionals with nothing but a mirror and a MacBook, they are ridiculously popular.
Apparently CoverGirl wants in on the phenomenon–they’ve tapped legendary makeup artist (and CoverGirl Global Creative Design Director) Pat McGrath and ultimate makeup canvas Jessica Stam to shoot “major how-to videos.” A shoot took place yesterday, as did a @COVERGIRL / @Jess_Stam / @patmcgrathreal Twitter love fest, which is where the above behind-the-scenes photograph came from. Also, there were some indications that this collaboration will extend beyond just how-to videos.
Perhaps Stam, a fan of side projects like designing clothes and penning columns, is collaborating on her own makeup collection for the cosmetics brand? Or a cute makeup bag? Hopefully we won’t really have to wait until September to find out.
This also begs the question, will people still search YouTube for their makeup how-to needs now that CoverGirl is throwing one of the best makeup artists in the world into the mix? I think it depends on how easy they are to follow, but also how branded they are. One of the reasons amateur YouTube videos have become so popular is likely the fact that they are unbiased in that they aren’t trying to sell you something. Hearing the full name of some CoverGirl product every two seconds could get pretty annoying. Then again, McGrath has some major skills and who wouldn’t want to look like Jessica Stam?