To hook in the new generation of beauty shoppers, brands are turning to their “secret weapon”: videos. According to Statistica, YouTube's beauty category generated more than five billion views in June alone, which explains why the industry has tapped into the medium to connect and engage with consumers. Unpolished, intimate videos are resonating the strongest with the age group because they feel authentic and relatable. Benefit Cosmetics’ Tipsy Tricks, which features “alcohol-sipping hosts” showing off the brand’s products, generated 230,700 views off a single episode alone. (Racked)
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