Today with the entrance of new players and e-commerce growth, young people are increasingly ditching physical stores to take advice on what to buy from online vloggers. Celebrities to whom they flock to watch the latest video tutorials, shopping hauls and product recommendations. They are self-made mega stars with massive followings and the power to make or break your brand.

But in Israel these stars don’t exist.

With only one beauty vlogger to speak of and 3 million young women thirsty for local content, the question facing Super-Pharm (Israel's leading beauty retailer) was how could it stay relevant to younger audiences thereby future proofing its business for the next generation of consumers?

Using an online recruitment campaign which ran on digital social media channels and a PR push on news sites catering to beauters and fashionistas, we asked potential candidates to upload a video themselves to our microsite explaining why they should be chosen to attend the academy. This way Super-Pharm selected 20 Beauters.

Then, after arming candidates with a camera and all the tools they would need, over a 1 month period, two days a week, we taught them everything: styling, journalism, video editing, make-up techniques, self-presentation, social media skills, YouTube analytics, follower outreach and brand collaboration.

Lecturers included stylists, cosmetic artists, fashion editors&journalists, film directors&producers, bloggers& YouTubers from Israel and abroad but also digital marketing, advertising and social-media experts. Classes included lectures but also hands-on experiences, course assignments and projects.

Hope is, Super-Pharm's graduates will in the future pass on their experience to new beauty vloggers and grow the community.