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July 21, 2011  | by: Vivian Dai

Jessica Stam and Pat McGrath

While everybody looks forward to the collaboration between Jay-Z and Kanye West, the beauty industry also announced an interesting partnership between makeup artist Pat McGrath and model Jessica Stam.

Cosmetics powerhouse CoverGirl is orchestrating the project, which will consist of makeup how-to videos to be put online. The choice of people is not particularly shocking, as they have probably worked in the same setting before; McGrath is, after all, the Global Creative Design Director for the company, while Stam is a famous supermodel. The shoot for the videos began this week, while CoverGirl tweeted that the material would be released in the weeks leading up to New York Fashion Week. Meanwhile, McGrath and Stam have been tweeting back and forth with each other, sharing their favorite CoverGirl products and about happenings behind the scenes at the shoot.

It looks like CoverGirl is taking advantage of the huge hype coming with Internet vlogging and YouTube beauty gurus. However, the vloggers on YouTube largely became popular because of their accessibility and lack of ties and contracts with the cosmetic industry. Even though some YouTube users have gained recognition through promoting other companies’ products, it is quite different for the companies themselves to be filming and putting out the videos. The somewhat lessened credibility as far as giving honest opinions goes may put some viewers off. Then again, there are few people as reputable as these two women when it comes to using makeup, sponsored or not, so time will have to tell us what the public reception is for these tutorials.

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