The Hairpin on YouTube Beauty Vloggers
June 29, 2014 10:17 AM Subscribe
My Imaginary Friends: The Beauty YouTuber Economy
posted by danabanana (32 comments total)
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The descriptions are so exact that they are hypnotizing, but this minute attention is also countered by the hyperactive energy that is a prerequisite for beauty YouTube personalities. Hyperbole is the currency in these videos—beauty vloggers are obsessed with everything. “Kenra Platinum Finishing Spray is life-changing,” Ingrid of the two million-subscriber channel MissGlamorazzi said recently, with a fervor no one who watches many product videos would bat an eye at. “There’s something indescribable about this deodorant,” London YouTuber essiebutton said in a favorites video. “It’s an absolute joy to use.” In a video about her favorite eyeshadow palettes, she said, “I genuinely feel like I could die if I don’t get the Lorac Pro Palette.”
But these women are not weird. They’re not or nerdy or awkward. They’re pretty, generic girls next door, wholesome basic bitches who are grossed out by feet and the word “moist.” Many of them are covertly Christian, slipping Bible verses into the “About” sections of their channels. They’re the quintessential Nice Girls Who Like Stuff, as a famous advertisement for Juicy Couture once put it. Their approachability is carefully engineered and purposeful; the chatty gal pal stock character is obviously a marketing ploy.