The designer 'em' line will be available from the website emcosmetics.com, which L’Oreal hopes will create a new “social e-commerce experience.”
The website has features to allow consumers to interact with friends and other consumers, provide feedback and upload their own tutorial videos online.
In a statement, Carol Hamilton, President of L'Oréal Luxe, said: “Beauty lovers are increasingly consuming and sharing information digitally, though online communities. We saw the power of these communities and wanted to meet them where they live – online."
”Michelle Phan's expertise in make-up, plus her passion for teaching and empowering women has made her a digital phenomenon. She represents exactly what this is all about – community, empowerment, artistry.”
A digital brand
Creator Michelle Phan says that her focus for the new range is on “empowering women to tell their own beauty stories with make-up.”
The product range is made up of over 250 individual items, including cheek and lip palettes and refillable eyeshadow.
Aziza Johnson, spokesperson for the brand via Outcast PR, told CosmeticsDesign-Europe.com :“This is a truly digital brand and we wanted to stay true to its ethos, so we decided that em should be launched exclusively online.”
“It’s a brand that came to being through a community on the internet, so it makes sense to have it live online.”
An online force
Phan is an internet personality and brand ambassador for L’Oreal who went viral via posting makeup tutorials on YouTube.
L’Oreal are using her online style in the marketing of the range, with the website incorporating information sharing and giving customers the ability to upload their unique looks and demonstration videos online.
Social media will also be used extensively to promote the new product range.
Johnson said: “em has its own Facebook, Instagram, Pintrest and Twitter accounts. We are also leveraging Michelle’s social channels, which include 4 million YouTube subscribers and 1.3 million Facebook fans.”