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The Eight Most Innovative Digital Programs in Prestige: #2 Lancome

531 views · Published 12 July 2012 · 1:16 · Indexed 2 October 2026

Channel: Gartner for Marketing · 2012 · People & Blogs

L2, authors of the Digital IQ Index®, count down 2011's most innovative programs from prestige brands across all digital media—site, social media, mobile, and digital advertising.

#2: Lancome
In February 2010, Lancome signed 23-year-old How-To Vlogger, Michelle Phan, as the brand's first video makeup artist. A year and a half later, the Phan-Lancome partnership remains one of the most successful digital initiatives in the Beauty industry.

Michelle boasts almost 1.7 million subscribers to her YouTube channel and has garnered more than 488 million uploaded views of her videos. The monthly videos she produces for Lancome average more than 2 million views and are featured on the brand's e-commerce site, its mobile app, and across its social media properties.

However, much of the videos success can be attributed to the brand's distribution strategy. Rather than negotiating exclusive rights, Lancome has encouraged Michelle to distribute these videos across her extensive social media channels, alongside her videos featuring competitor brands.

The results?

Michelle Phan's Lancome videos average more than 10 times the views of the most viewed videos on beauty brands' YouTube channels, making Phan the Michael Jordan of the beauty industry and Lancome, the big winner.

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The Eight Most Innovative Digital Programs in Prestige: #2 Lancome

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