Kathleen Lights Research Papers

In today’s society, especially among teenage girls, watching makeup YouTube videos is run-of-the-mil ordinary. These videos range from makeup tutorials to favorite product videos. Kathleen Lights, a famous makeup artist on YouTube recently launched a video named Best of Colourpop/ My favorite products - updated, which got 703, 571 views. Lights is an affiliate of Colourpop so she receives PR from their company, which is free makeup. She has business relationships with the staff at Colourpop so naturally she wants her viewers to purchase from them. These teenage girls that watch her videos are potential buyers. Since Colourpop is a affordable brand, during the time the video was uploaded, Colourpop marked 20% off the products mentioned in the
favorites video. No doubt, this Youtuber is favored with girl youth into makeup so, there’s an influential chance of them buying these products. Lights does a superlative job of promoting these products on screen by explaining why they would appear exceptional on the viewer's skin tone and evaluates each formula, but fails to go further in depth as to why the customer should purchase the product.
A well known fact in the makeup community is that highlighters are the new rage and Lights tries convincing her audience that Colourpop has an astonishing collection.
Her wording could be better when raving about these products because she tends to come across repetitive. Accordingly, Kathleen explains each of the highlighters by color and texture and what would work optimal on certain skin tones, which she is effective at. First, she brings up the highlight “Lunch Money”, which is explained as a light gold well suited for fair skin tones and makes the short comment of “such a beautiful highlight”. Later on, Lights analyzes the shade Wisp which she compared to high-end Becca’s opal highlight. To sell the point home, Lights explains that Opal is $38 and Colourpop”s Wisp is $8 and says it’s great to save money. This markets to the teenage demographic since most teens don’t generally want to spend $38 on a highlighter. Colourpop’s product then becomes promoted, which will increase their sales. Although, Lights makes her point brief for the highlighter section of the video and doesn’t analyze the products super in-depth, she did well when comparing them to high-end products and skin
tones.
The product that intrigued most buyers was Colourpop’s super shock eyeshadows and according to Kathleenlights they’ve done just as superb with their eyeliners.
These products have been Lights holy grail (most used products) and she expressed that in the video. Over the course of two years, Kathleen Lights has created two eyeshadow quad collabs and one eyeliner with Colourpop, so naturally she mentions them in her favorites video. This weakens her credibility because she collaborated with this company and received payment. Later on in the video, Lights mentions a single eyeshadow from Colourpop and raves about the shade Wattles saying, “This has to be my favorite Colourpop eyeshadow of all time”. For more clarity, she goes further to elaborate for new viewers that she’s done a tutorial using it and wears it all the time since it’s practical for everyday. The technique of her raving is that she knows her viewers have bought stuff she has recommended before and that the people that watch her videos purchase simple makeup, therefore the draw of a simple everyday eyeshadow becomes appealing. Further on into the video Lights starts raving about Colourpop’s eyeliners and states “They make the best colored eyeliners”, meaning that no other brands colored eyeliners come close in her opinion. This is a bit subjective and could be explained more by objective facts like a wear test and swatches comparing them to other brands colored eyeliners to further prove her point. When she
starts diving into the actual products she explained the eyeliner Honeydew in a way buyers would relate to. Lights starts off arguing that since this shade is a light nude color, it opens up the eyes, makes them appear larger, and the eyes look more awake. Of course, this would appeal to her audience because those qualities are found pleasing to teens that are tired looking. Therefore, Lights takes advantage of teens makeup likes and mentions them in her video while explaining their inexpensive prices. For the eye products section Kathleen makes validated points, but they could be better with more real life examples and swatches so it would create a more concrete argument.
After creating seven lip products with Colourpop it’s probably safe to say Kathleen Lights enjoys their lip products and she continually raves about them in her video. When mentioning one of the her first collaborations, Alyssa an ultra satin liquid lipstick, she explains it’s a perfect everyday pink shade. Her other favorite of color she created is Point Zero a cool toned brown that apparently works on every skin tone. There should be more evidence to back up why Point Zero would work on every skin tone. She could add swatches the back of different colored hands to drive that point home. Lights explained the color Alyssa well and the personal opinion that it’s a perfect everyday pink. Awhile later, she brings up her favorite lip gloss from them and interestingly enough, says, “If I could pick one lip gloss from Colourpop it would be this one (Fairy Floss)”.This was not a collab but she wishes it would have been since it’s one of her favorites. When she shows the audience the tube it’s almost gone which conveys it’s been well loved. The technique of showing her viewers this will persuade them to buy the lip gloss since she loves it so much. The last lip product she mentions is the Matte x lipsticks and explains that they are extremely matte and last all day, which is a great selling point due to the fact that most individuals look for a lipstick with those qualities. Kathleen does a sumptuous job at selling the lip products with how much she uses them and the explaining of how the formula works.
Due to the fact Kathleen Lights is respected in the makeup Youtube community, the source is truly convincing. She showed swatches of each of these products to demonstrate the quality which was effective. Lights also brought in her personal experience with these products to provide personal experience with them, creating more credibility. To make these products more convincing to buy, Lights should do tutorials with these products so the intended audience would want to create the certain look which would motivate them to purchase the products more. She should also mention that their products are cruelty free because many people in the makeup community look for those types of products. Due to how successful Kathleen Lights is, many people most likely will not find the source unconvincing even though some might not due to the fact she comes across as an advocate for the brand. Either way, Kathleen Lights was effective at getting her intended point across while explaining why the products worked for each individual.