Lancôme has hired a famous ‘YouTuber’ to be its new creative director, and it was a choice well made. Lisa Eldridge has been in the YouTube makeup industry for some time now, but has always managed to set herself apart from the many other makeup sensations by being a professionally trained makeup artist and always maintaining authenticity. She has been the makeup artist for numerous clients, including Kate Winslet, LOVE Magazine, British Vogue, and various photographers. Eldridge has used her expertise to provide viewers with tutorials and product reviews. It’s a pursuit she takes very seriously. She avoids producing sponsored videos and sometimes takes years to test products. Eldridge understands the importance of this new platform in advertising and uses it in marketing Lancôme’s products. Working at Lancôme, she has already created a myriad of new colors for lipsticks and nail polishes and is also creating new products for the makeup giant.
Read the full story at New York Magazine.