Two top beauty brands have teamed up with one another to launch a competition series. Conde Nast-owned publication Allure and cosmetics purveyor Covergirl have teamed up for the Allure Incubator, which pits five aspiring influencers against one another across a series of challenges.
In gathering a crop of beautiful contestants, Allure and Covergirl seem to have taken cues from other popular shows. The competitors are a diverse bunch who each bring their own styles to the table and employ their own techniques. At the end of the series, one of them is invited to join a gaggle of influencers known as the Covergirl Collective. Members of that program receive opportunities to work alongside Covergirl in order to showcase the brand’s products.
The first episode of the Allure Incubator introduces the show’s contestants and format. Jasmine Sanders, a creator known for her work on Instagram, serves as the master of ceremonies. She is accompanied by several judges and guests, who provide guidance to the aspiring beauty gurus. Shorty after they greet the viewing audience, the competitors receive a lecture chock full of tips for building their respective brands. They must then begin their first challenge, in which they are required to use Covergirl products to get their eyebrows on fleek.
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“The field of beauty content creators is exploding with creativity, and we are continually exploring new ways for Allure to find and cultivate new talent. We conceived this program as an extension of our mission to explore beauty through new voices,” said Allure editor-in-chief Michelle Lee in a press release. “As a partner, Covergirl was aligned with our vision, and it’s been a pleasure to watch these five aspiring influencers grow.”
The six episodes of the Allure Incubator are available on the Allure website and the Covergirl YouTube channel.
