It’s a real machine launched by YouTube beauty queen Michelle Phan with L’Oreal: called em Michelle Phan, the brand aims to create a community of beauty junkies for a totally new way of shopping for makeup. As explained on the dedicated website, “See what people like you are buying, check out the latest beauty trends and get advice straight from michelle. ready to get started? customize your profile now“.
The line features over 250+ products related to special life moments: “Love Life,” “Day Life,” “Party Life” and “Night Life” are part of a “Life Palette“.
A name based on selfie phenomenon: me in the eyes of others
After 2 years of development, Michelle Phan (and L’Oreal) expect to benefit from her strong fan base to spread the word about her new brand
“Beauty lovers are increasingly consuming and sharing information digitally, through online communities. We saw the power of these communities and wanted to meet them where they live – online. Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment, artistry” Carol Hamilton, president of L’Oréal Luxe in a press release.
“em” is the reflection of the word “me”. A way to celebrate the growing social media community of consumers. And “em” also means “you” in Vietnames
em will have it’s own store in October, first in NYC and then worldwide.