According to Steele, a big part of her success was finding a happy medium. “In terms of your presence, it’s important to find a balance between [being] a makeup authority and also a real person,” she explains. “It’s really important to connect, but also know what you’re doing.”
But it’s more than that: Steele urges the up-and-comers to post frequently and on a regular schedule so that viewers know when to come back. And not surprisingly the prolific vlogger also stresses the importance of video on all platforms — not just YouTube.
It’s an invaluable tip and the recruits really took it to heart — especially Rebekah Aladdin, a Los Angeles-based makeup artist and Instagram influencer, who got a bit tongue-tied in front of the camera on her last challenge. “[Steele] is a huge YouTube star and she transitioned into modeling and a whole other successful career,” says Aladdin. “I think she’s definitely a person we need to listen to.”
That brings us to this episode’s challenge, which is to reinvent the classic smoky eye in a video tutorial that conveys authority (but that also has its real moments where the recruits let their personality shine through). They’re provided with every product that they could possibly need: COVERGIRL Intensify Me! Liquid Liners, COVERGIRL Lid Lock Up Eye Shadow Primer, COVERGIRL TruNaked Eye Shadow Palette, COVERGIRL Peacock Flare Mascara, and COVERGIRL Melting Pout Mattes. And let’s just say that some of the recruits did not exactly follow directions, while others nailed it (and even used some of these products in unexpected ways).
And the clock starts NOW! Watch the third episode of Allure Incubator to find our whose smoky-eye look blew the judges away.
Keep watching Allure Incubator to find out who wins:
Episode One: How to Be a Brand Boss According to Rebecca Minkoff and Beau Nelson
Episode Two: Tips and Tricks with Beau Nelson and Ellarie
Episode Four: Be Your Own Editor in Chief with Allure's Michelle Lee
Episode Five: #SponsoredContent with COVERGIRL's Ukonwa Ojo and Dulce Candy
Episode Six: The Finale