With bated breath, I opened my bag full of em michelle phan samples for review… nearly shaking with excitement!
em michelle phan — the first makeup line co-created by a community of beauty lovers and beauty expert Michelle Phan — launched just last month, and I was simply over the moon to sample her brand. (I had the pleasure of meeting her on a few occasions over the past few years.)
Nicole met Michelle Phan before! And she thought Nicole created the perfect smoky eye! See one of Nicole’s Michelle Phan encounters and learn how to get a classic red lip –> HERE!
em michelle phan is a start-up style brand from the L’Oréal Luxe Group, available now at www.emcosmetics.com only.
“em michelle phan was designed for and with my community to meet their authentic beauty needs, based on years of input I received while being a beauty mentor.
My focus from the beginning has always been about empowering women to tell their own beauty stories with makeup,” said Michelle Phan.
Michelle Phan is a self-taught beauty guru, and was one of the first beauty vloggers to produce story-driven makeup tutorials. She is the #1 beauty guru on YouTube, where she began uploading tutorials in 2007. She has garnered nearly one billion views and has 4.5 million subscribers.
“Beauty lovers are increasingly consuming and sharing information digitally through online communities. We saw the power of these communities and wanted to meet them where they live – online.
Michelle Phan’s expertise in makeup, plus her passion for teaching and empowering women, has made her a digital phenomenon. She represents exactly what this line is all about – community, empowerment and artistry,” said Carol Hamilton, President of L’Oréal Luxe.
em, a Vietnamese word meaning “you”, is used affectionately to address loved ones including a little sister, girlfriend or elder. It is also literally and figuratively a reflection of “me” – it is a makeup line that reflects the needs of Michelle’s community, their personal beauty stories and life moments.
The community has been a part of every fraction of the branding, providing input on launch products, shade names and product packaging. Community members also appear in package design, brand photography and on the em michelle phan website.
Receive a FREE Travel Palette when you purchase one of the Life Palettes — to take your favorite shades on the go!
Created to offer a social e-commerce experience, the site will allow beauty lovers to interact with friends and other consumers, provide feedback on creating looks and the products, and share on their own social media channels.
The makeup brand’s site is designed to enhance the digital shopping experience. Standout features include:
· Tutorials for every product and makeup look.
· People Like Me: A feature allowing visitors to identify other em michelle phan users who look like them (i.e. similar skin, hair and eye color, etc.) and shop the same products.
· Custom Video Player Experience: A video player that showcases the products used to create each of the em michelle phan custom looks, so users can shop directly from the player while learning how to create beauty stories with the line’s products.
· Uploaded Looks: Users will have the ability to upload looks and tutorials created with the em michelle phan cosmetics line to their profiles. They will also have the ability to view other users’ uploaded looks to learn more about the products to get inspired.
em michelle phan offers more than 250 different products. Some of her products include:
The Life Palette ($75.00) – Refillable eyeshadow, cheek and lip palette with 36 shades each themed around specific life moments and beauty stories including Love Life, Day Life, Beach Life, Career Life, Party Life and Night Life (pictured/worn daily ever since).
I sampled the Creamy Color Classic Lipstick ($16.50) in Cuddle Up Pink (available in 10 shades), The Everything CC Cream ($30.00) in Light (available in 6 shades) and the Lash Gallery Dramatic Volume Waterproof Mascara ($20.00; available in Black and Brown) — and I LOVED them all.
People kept on complementing me and wanted the site’s name to buy whatever I was using! Her palette that I reviewed has such intense, bold and creamy shades, as well as quiet, nude and subtle colors.
The brush found in the Night Life Palette is angled in such a fine way that I was able to line my lids with such ease; I was amazed at the precision! This is going to be one collection/brand to watch, covet and keep an eye on!
em michelle phan has impressed me beyond what I had imagined, and offers quality products in a clean, white packaging. Now, I want all of her products, which could easily become my go-to brand of choice on a daily basis!
Are you beauties excited about Michelle Phan’s new makeup line? Have you tried it?
Let us know by commenting below (you just might win a free sample)! Make sure to follow us on our Pinterest page by clicking HERE! And don’t forget to get the latest beauty and skincare news by following us on Twitter @BeautyStat!
– Nicole Gordon Levine
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