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Maybelline recently launched a digital activation with YouTube channel, StyleHaul, for the rest of the year to generate videos that utilizes StyleHaul Youtube stars as Maybelline brand ambassadors. This partnership works two ways: Maybelline can promote products and consumers are able to interact with the brand in a way that feels natural. These ambassadors will create viral videos using Maybelline products to show cosmetic trends, which eventually will make their way to TV. “The more authentic content, the better the girls are positioned to act as true brand ambassadors,” said Karen Mlynarczyk, VP-media and integrated marketing communication at Maybelline. To create this effect, Maybelline suggests video themes and lets the ambassador choose how to make it happen. One example is, “MakeupByAlli” who has close to 465,000 subscribers and more than 700,000 views. Curious to see more on how it actually works, check out one of Alli’s examples here.