Mega-vlogger, Michelle Phan, has launched her own range, EM, and it’s huge! 250 items so she means business. Actually, it’s backed by L’Oreal which means that because L’Oreal is a global brand we stand some chance of seeing it here.EM Shadow Play Palette
The thing I’m the most surprised about is the price point – the palette above is $38 and the top image palette is $75.
The site HERE is packed with tutorials but to be honest, much as I like the range, it seems aimed towards a young audience (Michelle fans probably, of which there are millions) but the prices don’t really reflect a young audience budget. There seems to be a disconnect. However, much in the way that 1D make up is selling like hot-cakes, this will probably do really well – but it remains to be seen whether the You Tube Beauty Gurus that have a strong ‘fan’ base as opposed to a relevant beauty engaged audience are in it for the long-haul, brand wise.
It’s one to watch for sure, for a variety of reasons.
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