Lauren Luke: The Real Deal

1696774 — Wed, 29 Apr 2009 14:35:00 GMT

For the last year I have been working on a fascinating project. Truly creating a brand from scratch and watching it go to market.

On Monday the first make up kits by You Tube sensation Lauren Luke went on sale on the site bylaurenluke.com. The brand was created by Anomaly and the site by Dare.

I know a lot of agencies are trying to go down the same avenue as Anomaly in creating their own products. On the one hand it is definitely worth it. The feeling of creating something and watching it grow is very special. But the idea, the marketing, that's the easy bit. The production / distribution / finance - all these things are where it gets hardcore. If you think you can handle that go for it - but it's not for the feint hearted.

Lauren is a single mum from South Shields who first uploaded a make up tutorial to You Tube in the summer of 2007. Just a smidge under two years later she has hew own brand, a range of products, a book deal, a column in the Guardian and a Nintendo DS game deal inked.

All that has been done without a single penny, and I truly mean not a single penny, being spent on media. I remember not too long ago many industry luminaries saying you could never build a brand online. Try telling Lauren that.

It's very easy for us to chalk the launch down as another day in the office but for Lauren this is a genuinely life changing - and brilliant - experience. You never know it might be one for the industry too.

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Lauren Luke: The Real Deal