“The beauty of YouTube is that a mainstream, traditional TV star like Lauren Conrad or Chelsea Kane can embrace her passion for crafts or for travel and speak directly to her community of engaged viewers," says Rob Weiss of EQAL.
Los Angeles, CA (PRWEB) July 24, 2012
u look haute, EQAL’s YouTube original fashion & beauty channel premieres its summer programming slate on Tuesday, July 24 with custom online programming from TV star, fashion designer and New York Times bestselling author, Lauren Conrad; Disney phenom and actress, Chelsea Kane and returning talent Elle and Blair Fowler; ReNailz; Leah Ashley and Mary Darling from The Haute List and the premiere of the winner of last season’s Beauty Vlogger Boot Camp’s search for “the next beauty vlogger” in her own show. This key programming is scheduled for premiere in weekly time slots, complemented by a wealth of behind the scenes, super behind the scenes and special bonus packages spun off of the main series in a hybrid programming grid, melding the best of traditional TV and digital native scheduling for a custom viewing experience. Watch the summer promo here: http://youtu.be/PiaaVBeq3j8 .
This season launches with two programs from mainstream celebrities: Lauren Conrad’s Crafty Creations with the TV star and designer demonstrating how to create useful fashion, home and lifestyle goods from scratch and Chelsea Kane Packs For Paris, a fun, personal conversation with Chelsea through her packing, make-up demos and more -- niche programming that can only be found online. u look haute is a forerunner in taking established mainstream talent and creating specialty programming around their passions. Celebrities are taking to online programming to create shows that find an audience outside of traditional television and cable with new content from Jerry Seinfeld, Amy Poehler, Larry King and other original series that speak directly to audiences across the internet.
Produced by EQAL Media Studios, u look haute has close to 6 million views since its premiere on April 3 with 60,000 subscribers. The channel has debuted more than 140 videos totaling over ten hours of original programming in the first 15 week season. The core programming includes a mix of short form (3-5 minutes) and long form (12-22 minute) videos. The channel has consistently grown its audience in rapid succession through discovery and excitement over the episodic and the on demand programming – viewership surpassed 1 million in 16 days; passed 2 million at the start of week 6; topped 3 million in less than eight weeks, exceeded 4 million just 17 days later as an episode of ReNailz was featured on the YouTube homepage and moved beyond the five million mark on July 6, three months after its launch.
“The beauty of YouTube is that a mainstream, traditional TV star like Lauren Conrad or Chelsea Kane can embrace her passion for crafts or for travel and speak directly to her community of engaged viewers. This organic, authentic and truthful approach to content is what resonates on the small screen, on the mobile device, on the tablet and even on a large screen. It’s incredibly personal conversational content created specifically for the internet, allowing for comments and social interaction by the viewers and the talent,” observed Rob Weiss, the Chief Operating Officer at EQAL which produces the programming through EQAL Media Studios and which builds and powers 40+ media networks for celebrities and brands including LaurenConrad.com, ChelseaKane.com and ulookhaute.com.
Adam Wescott, Vice President of Owned & Operated Networks for EQAL said, “We’re thrilled to build off of our successful launch slate with this new round of fashion and beauty entertainment. The talent—both new and established—along with the quality of our programming speaks for itself. u look haute has become a thriving community of girls united by a passion for consuming, sharing and creating fashion and beauty-based content. ”
Lauren Conrad said, "I am thrilled to have a place where my fans can connect with me and watch my videos."
Chelsea Kane added, "I love the magic of this instant connection. I'm excited to be able to share my ideas and passions and interact with people who enjoy the same interests as I do!"
The anchor program, Beauty Vlogger Boot Camp welcomed YouTube influencers including top YouTube personality Shane Dawson (with over a billion views on YouTube) as his “ghetto fabulous” alter ego “Shananay” mentoring the finalists in the reality competition series, which also featured Gorgeous Gregory and other YouTube natives. Hosts Elle and Blair Fowler tasked the finalists with creating a final vlog which was voted upon by thousands at ulookhaute.com with the final tally ending in just 126 votes difference between the winner and runner-up. The finalists’ vlogs were viewed over 70K times with thousands of ‘Likes’ and shares on YouTube. It was announced TODAY on the final episode of Season one of Beauty Vlogger Boot Camp that Rachel Annamarie DeMita is the winner of the reality competition series and will star in her own series, Rachel’s Rack, on the channel for the summer season. Details on the winner are announced in their entirety at ulookhaute.com.
u look haute launched on April 3 with a slate of programming including Beauty Vlogger Boot Camp with Elle and Blair Fowler (the YouTube phenoms with over 350 million views of their videos); ReNailz, an on-trend program about nails, color and how-to tutorials and The Haute List rundown of the week in fashion and beauty delivered by the fabulousonabudget team of Leah Ashley and Mary Darling. u look haute is a fashion and beauty network featuring tips, stories and reviews shared by celebrities, experts and everyday girls. It’s a place for girls to discover and express their sense of self through makeup, hair, clothing, accessories and more. u look haute targets females ages 13 to 29.
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u look haute
2012 Summer Programming
Nail art enthusiast ReNailz shares her weird, wacky and totally eye-catching sense of style with regular nail advice, tutorials and color announcements.
Beauty Vlogger Boot Camp With Elle & Blair Fowler
Ten aspiring digital fashionistas go head-to-head in a competition to become the next big beauty vlogger. Each episode, YouTube sensations Elle and Blair Fowler introduce a fashion and beauty-related challenge and eliminate a contestant based on the results. The last beauty vlogger standing receives their own series on u look haute.
[Finale airs Tuesday, July 24th ]
Lauren Conrad’s Crafty Creations
Designer, author, TV star Lauren Conrad demonstrates how to create useful fashion, beauty and lifestyle goods from scratch. Using household items or basic supplies, Lauren gives viewers tips to create something both useful and aesthetically pleasing.
[Premieres Tuesday, July 24th]
Chelsea Kane’s Packing for Paris
TV star and former Disney darling Chelsea Kane digs into her luggage to share her wardrobe, makeup and carry-on picks. Plus, find out her summer essentials, a smoky eye tutorial and more.
[Premieres Wednesday, July 18th]
TBD:Winner of Beauty Vlogger Boot Camp Series
The winner of Beauty Vlogger Boot Camp hosts her own series of self-contained fashion or beauty-focused tips and tutorials.
[Premieres Wednesday, August 8th]
Lauren Conrad’s Crafty Creations
Designer, author, TV star Lauren Conrad demonstrates how to create useful fashion, home11 and lifestyle goods from scratch. Using household items or basic supplies, Lauren gives viewers tips to create something both useful and aesthetically pleasing.
The Haute List
The Haute List is a weekly round up of the top five stories from across the fashion and beauty blogosphere. Each week, hosts Leah Ashley and Mary Darling recap the best looks from the red carpet to city sidewalk. Plus, get product reviews, announcements and the best of ulookhaute.com.
For more information on u look haute and on EQAL Media Studios, please contact:
Jill Siegel jill(at)EQAL(dot)com 917.214.1710