It’s all about the personalities, and Youtube’s Michelle Phan developed her’s via highly successful makeup tutorials on the video behemoth. In a move to gain traction in the digital sphere, Brides scooped up the makeup guru as publishing delves deeper into the possible riches video can offer. The move is part of an overall strategy already under way at Conde Nast, which recently launched Conde Nast Entertainment(CNE) digital channels, laying the ground work for each brand to have their own respective channel. Bride’s, as yet, has not entered the digital channel network, but this move proves that goal is on the horizon.
As part of her involvement, Phan will now produce two videos every month (promoted on both her channel and the Brides’ web site), and advertisers can opt to buy spots prior to each video, or sponsor the content itself.