In order to scope out emerging makeup artists, L’Oréal Paris is putting out a call to beauty vloggers worldwide with The Brush Contest. The Brush Contest has participants enter with a three-minute video that showcases their skills as a makeup artist, based on the theme of "color clash." The grand prize for the contest includes a one year €100,000 professional contract with L’Oréal, which is a huge opportunity for budding talent in the beauty industry.
While L’Oréal's target demographic is women around the age of 40, the brand has been making an effort in the last year to reach out to a younger audience in the 18-34 range. Appealing to a hip, connected network of beauty vloggers is a surefire way to spark a new interest in its cosmetics—especially since celebs like Eva Longoria, Freida Pinto and Karlie Kloss will be along for the ride.