Are You the Next Destination Beauty Guru?

L'Oreal Paris and YouTube Launch a Nationwide Contest for a Beauty Vlogger.

Contest Ends February 29th 2012!

Jan 24, 2012, 09:00 ET from L'Oreal Paris

NEW YORK, Jan. 24, 2012 /PRNewswire/ -- Self-proclaimed digital "how-to" video beauty vloggers now have the chance to vie for the spotlight! L'Oreal Paris and YouTube are on a mission to uncover the next star and help them bring their hair and makeup expertise to a wide and captive audience of beauty devotees on L'Oreal Paris' Destination Beauty YouTube beauty channel (

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While many will enter this contest, one talented vlogger will have the chance to win* and their video will be featured on the Destination Beauty channel in the company of 10 of the Internet's most popular beauty vloggers. The contest has officially kicked off and runs through February 29th 2012. One lucky beauty aficionado will also enjoy a trip for two to New York City for some pampering at L'Oreal USA and a year's supply of L'Oreal Paris cosmetic, hair care, hair color and skincare products to support their "how-to" video efforts.

Top Destination Beauty vlogger Kandee Johnson is a former Hollywood makeup artist who started making online "how-to" tutorial videos because of her love of all things beauty. Today she is a YouTube sensation and one of Destination Beauty's most widely viewed personalities.  

"It is such an honor to represent all of the Destination Beauty vloggers to kick off this contest with L'Oreal Paris!" said Johnson. "Makeup has always been a true passion of mine and my fans tell me that learning how to do certain looks doesn't only make them look good, but it makes them feel confident too."

"I'm thrilled that Destination Beauty is expanding the roster of people who love to do beauty tutorials. This is such a huge opportunity to share tips and tricks and make women everywhere feel more confident and really feel beautiful," explained Johnson. "A little makeup and hair can bring out the inner beauty in a person that has just been waiting to come out – and I love that!"

For those gurus who think they have what it takes, time to sharpen your eyeliner and take notes on the criteria and requirements necessary to help your video submission(s) stand out from the rest.


Knowing that beauty vloggers have a watchful eye on the red carpet for emerging trends to recreate, L'Oreal Paris is asking entrants to submit tutorial videos that share the "how-to" tips, tricks and techniques behind their favorite stunning Hollywood-inspired hair and makeup looks. Plus, since there's no limit on the number of submitted video entries per person, gurus can explore a variety of trends should they so desire.

Video submissions will be reviewed by a panel of judges comprised of leading L'Oreal Paris and YouTube executives; they will be judged on the following criteria: 

  • Quality of Instruction – Clear step-by-step that is concise and easy to follow
  • Quality of Production –The at-home video needs to have basic elements like good lighting and attention to backdrop and audio level
  • Quality of the End Result – The final beauty look, which can be a makeup or hair style, needs to match up with the desired trend being demonstrated

Some of the key requirements* include:

  • All entrants must be 18 years of age and registered YouTube users
  • Videos cannot exceed four minutes in length (including any credits)
  • Entrants must be the only person featured in the video (no models or other makeup artists can join in the shoot)
  • Video submissions cannot contain any music tracks

"With more than 4 billion videos viewed each day, YouTube is the world's most popular online video community," said Michael Yapp, director, creative development group, YouTube. "Fashion and beauty is an explosive area on YouTube with hundreds of thousands of subscribers and millions of video views. This contest from L'Oreal Paris will help to foster the next generation of beauty gurus on YouTube, providing aspiring artists the forum to connect, inform, and inspire others across the globe."


Since inception in July 2010, YouTube and L'Oreal Paris' Destination Beauty channel brings together the most explosively popular online beauty vloggers. This group shares the latest beauty trends through weekly videos, giving real women access to the information they crave: application expertise, DIY insights and personal tips from beauty enthusiasts that they can trust. 

Destination Beauty is the top-viewed and longest running YouTube content aggregation program. The channel, which has over 15,000 subscribers (and counting), has helped to drive subscriptions and awareness for beauty partner channels, helping to foster the success of self-made beauty gurus online. 

Destination Beauty's 2012 roster of beauty gurus includes BorderHammer, DulceCandy87, ItsJudyTime, JulieG713, KandeeJohnson, MakeUpGeekTV, MissChievous, Panacea81, PurseBuzz and XSparkage.  


The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oreal Paris brand encompasses the four major beauty categories – hair color, hair care, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Feria and Healthy Look hair color; Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, VIVE Pro, Studio Line and L'Oreal Kids hair care; Youth Code, Revitalift, Age Perfect, Go 360 Clean, Sublime Bronze, Sublime Sun and Men's Expert skincare; and the Colour Riche, True Match, Infallible, and Studio Secrets Professional cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L'Oreal Paris and its brands, and to get comprehensive, personalized beauty information from the experts, visit for access to unique content and dynamic interactive features, including the exclusive "Can I Help You" diagnostic tool.

*See for official contest rules and entry terms. Contest ends at 11:59pm on February 29, 2012. Void where prohibited. No purchase necessary.


SOURCE L'Oreal Paris