L'Oreal Joins YouTube Craze, Creates Beauty Channel

L'Oreal Paris has partnered with YouTube to build Destination Beauty, a video channel designed for supporters of the most popular beauty and personal care video bloggers. Part of a year-long marketing campaign co-designed by media agency Universal McCann, the channel will feature L'Oreal-sponsored content from partners, such as makeup experts like Lauren Luke and Kandee Johnson, as well as Seventeen Magazine. Supported by Google through ads on YouTube and the Google Display Network, the video channel is created in response to the explosion in beauty videos online — 15 of the most viewed channels on YouTube, which has recently reached the two-billion-views-daily milepost, are classified under the "Beauty" category. The channel will feature weekly videos of tips on beauty-related topics, and will include products from L'Oreal and its competitors.