beautystorebusiness.com
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October 2016 25
Photography
by
Armando
Sanchez,
Props
courtesy
of
Morphe
Brushes
and
Vanity
Girl
Hollywood
Patrick Patrick
Starrr
The makeup industry gets a
makeover as Jeffree Star, Manny
MUA and Patrick Starrr beat the
odds by defying gender roles—
and look good doing it.
by Karen Wilhelmsen
T
he way your customers shop has changed over the last few years.
Consumers are now turning to the advice of beauty bloggers who influence
not only how they shop but what they purchase. A recent national Collective
Bias survey reported that 30% of shoppers in the United States are more likely
to purchase a product endorsed by a blogger than a celebrity. The survey also
showed that consumers are not only consulting blogs and social media on their
mobile devices prior to shopping, but they're doing it while they shop as well. As
the biggest brands and stores in the industry join forces with up-and-coming You-
Tube stars, it has become evident that the trusted seal of approval from notable
beauty bloggers is a key component to success.
Recent years have introduced beauty mavens to a new crop of makeup
divas, due in part to the saturated industry. Oh, and one more thing: They're men.
You heard us. Men. So, if you're going to cater to beauty blogger-loving custom-
ers, then it's time to get to know these persuasive influencers. With a combined
total of 295 million views on YouTube and 8.1 million followers on Instagram (at
time of print), Jeffree Star, Manny MUA and Patrick Starrr are the leading boys
in beauty. Their innovative makeup tutorials, application secrets and makeup
lines have scored millions of hits from consumers tired of the old run-of-the mill
makeup how-tos. Here, we discover the secrets to their success.
the