KUALA LUMPUR - Make-up guru Bobbi Brown will be launching an online channel featuring beauty-centric comedies and make-up.
The chief creative officer of the eponymous cosmetic brand has teamed up with Collective Digital Studio, a next-generation media company, and Multi-Channel Network to launch a beauty channel on YouTube named I Love Makeup.
The channel will feature comedy, makeover and inspirational programmes created in collaboration with some of YouTube's most popular personalities, such as Grace Helbig, Weylie Hoang, Sophia Chang and Claire Marshall.
The videos on I Love Makeup are not intended to be non-stop commercials for Bobbi Brown Cosmetics - although there is a second channel in the works, slated to be launched sometime in the next six months, which may have such videos.
In fact, hers is not the only beauty brand that will be used in the content being created for I Love Makeup, Ms Brown noted.
The channel would be used to communicate with youthful consumers where they live: online.
It is meant to aggregate content across YouTube and other social-media entities - such as Twitter, Facebook, Instagram, Pinterest and Tumblr - to create a multifaceted offering that adds beauty- centric comedies and aspirational content, as well as the more typical tutorial and makeover programmes that comprise the great majority of beauty programming on YouTube.
At least three shows a week will feature artists using Ms Brown's products, but the content will be free-form.
"I'm not editing any of these videos - these are real representations of what these bloggers are actually using," she said.