It’s interesting to see  a luxury cosmetic company finally break into a more tech-savvy audience and create a digital strategy behind the brand. This might be a reaction to the efforts of the self-made make-up artist, Lauren Luke, who has Youtube channel of online make-up tutorials with an average of 56 million viewers and 260,000 subscribers.

In early 2009–with the IP expertise of Anomaly–Sephora partnered with Luke to create By Lauren Luke, a proprietary signature line of cosmetics. Since the launch, she has become an online sensation with loyal fans and shoppers. Luke doesn’t offer marketed luxury cosmetics, but she does offer candid makeup advice from all the natural skill or imperfections of a real woman.