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France's Guerlain is taking a product-driven approach to the beauty tutorial by teaching enthusiasts how to achieve a specific branded look using a specific type of foundation.

Using its campaign image as a reference point, Guerlain is promoting a luminous complexion created by the Terracotta collection's new addition, the Joli Teint foundation. By referencing the image, Guerlain consumers will likely want to experience the glamour evoked by the brand's campaign imagery.

"Guerlain effectively tap's into the inevitable desire for summer with sunny glow," said Chris Ramey, president of Affluent Insights, Miami, FL.

"It's pabulum; neither provocative or particularly educational," he said. "Perhaps more a short intermission from life reminding all that Guerlain exists and that summer is coming.

"The video reinforces the brand. It's not meant to do much more than remind and make viewers feel good."

Mr. Ramey is not affiliated with Guerlain, but agreed to comment as an industry expert.

Guerlain did not respond by press deadline.

A recipe for radiance The beauty maker began its promotion of the Joli Teint foundation by asking its followers on social media if they are "wondering the secret behind Natalia Vodianova's radiance." By posing a question, the consumer is more likely to be interested in finding out the answer to the brand's inquiry.

On Facebook, Guerlain paired its post with an image of Ms. Vodianova and the new Terracotta Jolie Teint foundation bottle. A click-through on the accompanying link lands on Guerlain's YouTube channel rather than its Web site.

The video begins with Guerlain's logo and a branded hashtag, #MakeUpGuerlain. The following frame boasts that the video will teach viewers how to create a sunny glow in 45-seconds with the Terracotta product line.

Guerlain's short format tutorial begins with Step 1 by showing the Joli Teint foundation tubes also seen in the campaign image featuring Ms. Vodianova. The text explains that the foundation will unify and warm the user's complexion.

Another model, not Ms. Vodianova, is then shown without makeup. The model applies Joli Teint foundation to her fingertips and applies to her face, as arrows show the direction the user should apply.

Model applying Guerlain's Joli Teint foundation

Once smoothed on her face and neck, Step 2 is introduced with text explaining that Terracotta powders enhance the look. The model swirls a cosmetics brush into a pressed powder compact with arrows showing the viewer the proper technique.

Step 3 shows the model applying the Terracotta powder on her neckline, cheekbones and t-zone. The video concludes with "An instant sun-kissed healthy-glow" to underline the ease of applying Guerlain's products to achieve this look in under a minute.

The final seconds of the video pause on an image of the range of products. Guerlain shows the viewer the new Joli Teint foundation, the powder brush and the three types of Terracotta powder available in nude, sheer and matte & tailor-made.

Although the video shows the products, there is no immediate call to purchase, unless the viewer looks to the tutorial's description tab on YouTube. Here, viewers can read more about Joli Teint and the Terracotta product line.

How To- Create a sunny glow with Joli Teint and Terracotta - Guerlain

Within this section, the viewer is able to follow hyperlinks that land on the product pages for either Joli Teint or Terracotta bronzing powders.

Short attention spans Although short in duration, Guerlain's video is likely to be more appealing to the busy consumer who does not have the time to dedicate to online beauty tutorials. Other brands understand the need for brief videos.

For instance, U.S. retailer Saks Fifth Avenue focused on the products offered by its beauty department with Vine videos that recreate an in-store tutorial in six-seconds.

Saks' #SaksIn6 was accessible across all of the retailer's social channel to ensure maximum exposure for the featured products. Although six seconds is a short time frame, consumers will likely appreciate that the video do not disrupt their day but still provide ample time to learn about a beauty product ( see story).

Dior similarly promoted a new product with a tutorialized video that adheres to current beauty trends.

The French fashion house shared its beauty secrets with enthusiasts by providing tips to achieve curated looks using the brand's Diorskin Nude Tan powder.

Final TakeLike this article? Sign up for a free subscription to Luxury Daily's must-read newsletters. Click here! Jen King, editorial assistant on Luxury Daily, New York

Available for the first time this season in a matte formula, Dior used its Backstage Makeup Mag to promote the Diorskin Nude Tan Matte powder where consumers can watch tutorial videos and learn more about the product line. When introducing a new product to an established line, beauty makers can benefit by tying in additional information about the collection as a whole to attract current users and curious consumers ( see story).

Linking to video directly to Guerlain's Web site may have increased the likelihood of a purchase.

"Linking to your site will always increase viewership of a video," Mr. Ramey said. "There are reasons they've chosen not to do so."

Jen King is an editorial assistant on Luxury Daily. Her beats are consumer electronics, consumer packaged goods, food and beverage, fragrance and personal care, jewelry, media/publishing, software and technology and telecommunications. Reach her at jen@napean.com.

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Tags: Affluent Insights, Chris Ramey, Fragrance and personal care, Guerlain, Internet, luxury, luxury daily, luxury marketing

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