Kinetic Content has signed an exclusive development deal with online sensations Elle Fowler, 22, and Blair Fowler, 17.
With over 160 million YouTube views, the Fowler sisters’ hobby of sharing makeup and style tips with other young girls online has catapulted them overnight to become global sensations at the center of a vibrant social media community focused on fashion and beauty, with a fan base comprised of millions of young women all over the world.
Today, the Fowlers’ product faves and reviews are so beloved that brands and products featured in their videos often sell-out within the week. Elle & Blair have partnered with Forever 21, Guess, Coach, Maybelline New York, Sears, Nyx Cosmetics, Shoes of Prey and Rock & Republic to promote their brands through their high trafficked YouTube channels. To ensure the integrity of their reviews, Elle & Blair never feature brands and products they aren’t passionate about.
Kinetic and the Fowlers are working together to develop multi-platform programming that will extend their brand into television and related tie-ins.
Elle and Blair Fowler said, “Chris Coelen and the production team at Kinetic really understands us and how we want to be portrayed to our fans and followers. We are two young girls from Tennessee about to embark on our dream career path. We are beyond excited and couldn’t be in more safe hands than with the Kinetic development team.”
Chris Coelen, Kinetic Content CEO said, “Elle and Blair are two of the most refreshing and relatable young stars we’ve ever seen and we are incredibly privileged to be able to work with them to bring their honest, fun approach to beauty, fashion and style to television.”
The sisters have been featured in national news outlets including the New York Times Style Section, Good Morning America, Fox News, ABC News with Diane Sawyer, Wall Street Journal as well as national women’s publications such as Marie Claire, Glamour, Seventeen and Elle.com. They’ve served as beauty smarties for Seventeen magazine, offering monthly style tips and trends for the readers.
Their popularity has also afforded them unique experiences; including leading the makeup look for designer Minnie Mortimer’s fashion presentation during Fall 2010 Fashion Week. Blair has also had the opportunity to post interviews with celebrities, such as Katharine McPhee and Miranda Cosgrove.
Elle & Blair have posted nearly 500 videos on YouTube, offering tips, tricks, tutorials, faves and even celebrity interviews.
The Fowlers also communicate with their fans with the help of social media – including twitter and personal blogs. They consistently post videos and try to answer as many emails and tweets as possible to engage and include their community in their style conversations. In the end, fans love their down-to-earth personalities and adore the fact that they can relate to each sister.
In addition to being YouTube sensations, Elle & Blair are also are partners and creators of an e-commerce site: www.glitzy-glam.com.