LANCOME PLUGS IN: The U.S. division of Lancôme has signed YouTube makeup-artistry star Michelle Phan as the brand’s official video makeup artist, WWD has learned. The move, which is expected to be revealed later today, would make Lancôme the first prestige beauty house to have a social media star on board. Executives at the L’Oréal-owned brand could not be reached for comment, but industry sources indicate Phan will be producing dedicated videos featuring Lancôme products. The 22-year-old Phan of Tampa, Fla., has her own channel on YouTube, where she has broadcast 82 how-to makeup videos and drawn 106,407,340 views, according to the site. Her videos average 1 million views each and Phan has 530,000 subscribers. Those figures would appear to eclipse the popular British makeup star Lauren Luke, who has 332,682 subscribers, 234 videos and 69,674,340 views. However, Luke has marketed her own makeup brand, retailed at Sephora, published a book and has her own avatar in a Nintendo makeover game.
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