Are beauty vloggers the new activists? Two guerilla PSAs use makeup tutorials to spread social messages

Over the last few years beauty vloggers have gone from teenage favourite to mass market. The largely self-taught YouTube mavens, who are known for sharing everything from cosmetic counter hauls to impressive makeup tutorials, are frequently courted by top beauty brands—so much so that’s it’s almost common practice. Given the large and loyal audiences that many vloggers have, these relationships make sense. However, now other companies are tapping into the vlogger network to spread some important—and not necessarily beauty-related—messages.

Read on and watch the makeup tutorials-meet-PSA videos »

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