The Emily's Concealer Tips clips provide viewers with a wealth of cosmetic information as it was presented by blogger Emily Schuman. Schuman, who has created a fashion, make up and decor empire via her blog Cupcakes and Cashmere, focuses primarily on under eye concealer here.
Schuman describes concealer as a versatile and integral part of one's cosmetic routine. This is an offshoot of the many ways in which it can be applied, seen in the film as she dabbed on bits to her lips, cheeks, eye lids and eye brows. An interesting twist came from the way in which she used it as a base for bright lip stick shades, an unexpected bonus given its preoccupation with puffy eyes.
Cosmetic Blogger Tutorials
The Emily's Concealer Tips Clips Are Done by Cupcakes and Cashmere
Trend Themes
1. Beauty Blogging - The popularity of cosmetic tutorials made by bloggers on social media platforms has disrupted the traditional advertisement-driven beauty industry.
2. Cosmetics as Multi-functional Products - Make-up enthusiasts seek ways to make the most out of the products they have which opens doors for brands to innovate and explore new product possibilities.
3. Make-up Base as Color or Concealing Agent - The usage of make-up base to enhance lipstick colors, eye shadow shades, or as a concealing agent has created an innovative demand among consumers for more versatile products.
Industry Implications
1. Cosmetics Industry - The rise of beauty influencers creates opportunities to build stronger brand identities, experiment with new product ranges, and collaborate with popular content creators.
2. Social Media Industry - The surge of beauty tutorial channels such as Instagram, Youtube, and Tiktok have presented various opportunities for the social media industry to create new features and policies that cater for beauty content creators and their audiences.
3. Technology Industry - The increasing demand for better quality cameras, lighting, and video editing softwares among beauty bloggers creates opportunities for the technology industry to develop new and innovative products tailored to meet the needs of content creators.