Beauty Vloggers vs Traditional Ads: Who Wins?


A recent Ad Age story notes that a traditional TV-style ad will retain audiences far better than vlogger beauty tutorials. However, direct vlogger-style content actually led to the most action.


These were the findings of a recent Google-L'Oreal experiment that tested younger and older viewers' retention during both types of content.

Google concluded:

  • "People of all ages chose to watch the glossy, highly produced ad more than the other versions"
  • "But the more direct and intimate video was most effective for younger viewers"
  • "The direct, intimate video ad style spurred more consumers—of all ages—to action"

Google has a wonderful summary of the entire experiment, which is certainly worth a read.

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