Oct 14, 2015
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L’Oréal USA ends collaboration with EM Cosmetics' Michelle Phan

Oct 14, 2015

In 2013, L’Oréal USA teamed up with Michelle Phan, a YouTube beauty blogger with more than 8 million subscribers, to launch beauty brand EM Cosmetics in the US.

EM Cosmetics

A brand that L’Oréal USA is now getting ready to sell to Ipsy, a company specialising in beauty boxes for subscribers and co-founded by Michelle Phan in 2011.

Even though the "Because I'm Worth It" beauty giant, which in 2014 dedicated 15% of its communications budget to the digital realm, was optimistic at the time of EM Cosmetics' launch, the brand did not manage to conquer the market. According to sources close to the matter, one of the reasons appears to be that the brand is too expensive for the YouTubers young followers.


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