FEB 28, 2018:
Who will be Covergirl’s next brand ambassador? That was the question web series Allure Incubator hoped to answer over its six-episode run. A product of a collaboration between the Condé Nast magazine and the iconic makeup company, the show reworks the traditionally televised reality format, while also revolutionizing the way brands work with beauty influencers. Featured recruits will also be tapped by Allure for editorial and branded-content opportunities.
Five participants were selected to compete in Los Angeles, taking part in a sequence of lessons and challenges led by industry insiders: Thania Gonzalez/YouTube beauty vlogger, Thania’s Beauty, Rebekah Aladdin/Celebrity makeup artist and Instagram influencer, Ivy Kungu/Instagram beauty influencer, Bethany Salmons/ YouTube beauty vlogger, BethanyFae, and Kenneth Senegal/YouTube beauty vlogger, HeFlawless.
We won’t reveal too much in case you haven’t seen it! But one of the bloggers beautifully summarises her time on the show in the final episode: ‘I feel like I have learned so much from this process and that I can apply these things in my tutorials and create better content for my followers. This has been an amazing experience.’
The real significance of this competitive-reality series? Allure Incubator reveals the many levels in which influencers are shaping the industry: They are working with brands, the beauty media, broadcasting and in marketing. With the focus on emerging content creators, it also reflects the shift led by social media towards more diverse and more authentic voices.
‘The field of beauty content creators is exploding with creativity, and we are continually exploring new ways for Allure to find and cultivate new talent. We conceived this program as an extension of our mission to explore beauty through new voices,’ said Allure editor-in-chief Michelle Lee in a press release. ‘As a partner, Covergirl was aligned with our vision, and it’s been a pleasure to watch these five aspiring influencers grow.’
Want to binge-watch the show from the start? Watch Allure Incubator Episode 1 here.
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