Adage lunched its 2014 Media Mavens list. Michelle Phan, YouTube-star, is one of them. She draw a lot of my attention after I watched her "Draw my life" at YouTube. It's very touching. I never thought the lovely girl had a very tough childhood.
Michelle Phan was a freshman design student at the Ringling College of Art and Design when she posted her first video makeup tutorial on YouTube in 2007. It got 40,000 views in a week.
By 2009, YouTube had approached her about joining its partner program, and after videos on "How to Get Lady Gaga's Eyes" brought her over a million subscribers, L'Oréal's Lancôme approached her about becoming the brand's official video artist. She quit school after her junior year.
Senior year was to be devoted to a capstone project, which was going to be creating her own makeup line. By 2013, she'd done that anyway, with Em by Michelle Phan through L'Oréal (and Ringling gave her a well-earned honorary degree).
She now has a YouTube channel with nearly 7 million subscribers, has starred in a Dr. Pepper commercial, started the multi-channel FAWN (For All Women Network) and is publishing a book in October.
"Normal people, customers, just connect more to a person than a brand," Ms. Phan said. "A brand is a brand. You get great products, but you don't really connect to a brand. A lot of beauty brands are trying to crack the code, but I'll be honest, it's not a code you're supposed to crack. You have to go with the flow and let people like myself champion your brand and use the products in a more genuine and authentic way."
If you want to read her whole story, please go to Glamour.
Phan's new book: Make Up