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  • L'Oréal finds direct beauty videos make for effective ads
  • L'Oréal finds direct beauty videos make for effective ads
    L'Oreal (2016) ©

L'Oréal finds direct beauty videos make for effective ads

The media empire governed by YouTube vloggers like Zoella is proof that young women are looking to their perceived peers for beauty tips. And in new findings from a study run by L'Oréal and Google, there's now proof that straight-to-camera videos make for the most effective beauty ads.



  • Article image Why Gen Z prefer peer-produced content

    Did YouTube kill the Hollywood star? In the second installment of this two-parter, we look at why Gen Z value the talents and opinions of their digital peers, what services they are flocking to and how a shift towards user generated content will affect the future of media production and distribution.

  • The YouTube star turned novelist The YouTube star turned novelist

    British beauty vlogger Zoella already boasts an empire of 6.6 million YouTube followers and a line of branded products. And with her (ghostwritten) novel Girl Online becoming the UK's fastest selling book of 2014, where next?

  • Article image BookTubers: the internet brings teens back to books

    Generally, e-reading simply involves tablets and e-books – but a new relationship is developing where literature and online virality are intertwined. Booktubers are broadcasting their favourite reads to thousands of fans. But how has YouTube become a home to bookworms?

  • Article image What does ‘beauty’ really mean?

    With 350 million photos uploaded to Facebook every day, people are creating and looking at more images of themselves today than at any other point in history. And as our lives become permanently on display through the growth of social media, it’s changing how we see ourselves.