New Shoppable YouTube Makeover Show “Inner/Outer Beauty” Provides Social Media-Ready Transformations
The makeover show is receiving a makeover of its own to suit the social media age.
New YouTube series “Inner/Outer Beauty” documents women confronting anxiety, depression, substance abuse and feelings of inadequacy as they modify their appearance with non-invasive aesthetic procedures and professional beauty services while working through their personal strife. During the first episode premiering tomorrow, viewers follow a dancer sharing her story of being plagued by insecurities, and addressing a bump on her nose, amplifying her lips, and getting her makeup and hair done.
“It’s kind of like HGTV meets ‘The Swan’ without the heavy plastic surgery,” says Liz Kennedy, host and executive producer of “Inner/Outer Beauty,” former producer of makeover segments on Steve Harvey’s daytime program “Steve” and QVC spokeswoman for Cindy Crawford’s skincare brand Meaningful Beauty. She continues, “This show is for the woman looking for options, but she doesn’t have time to ask a million people or see a million doctors. She wants to see transformations that are modern. My goal is to make this super modern and sexy, not frumpy, and I want it to be educational without being too pushy.”
The series features plastic surgeon Jonathan Sykes, nurse Sivan Parienta, influencer Ome Khan and Justin Anderson, a celebrity hairstylist counting Emma Roberts, Jennifer Aniston, Kirsten Dunst and Miley Cyrus among his clients. The episodes are shoppable via overlays that materialize on the screen as products are highlighted throughout the course of action. For instance, DpHue hair products pop up in the premiere episode as Anderson, creative director for the brand, discusses improvements to the hair of the makeover subject. Kennedy mentions brand integrations are customizable and start at $5,000.
“This show is for the woman looking for options, but she doesn’t have time to ask a million people or see a million doctors. She wants to see transformations that are modern.”
“Inner/Outer Beauty” hits YouTube as millennial fascination with plastic surgery procedures, especially non-invasive procedures, is rising. According to a survey by the American Academy of Facial Plastic and Reconstructive Surgery, 72% of facial plastic surgeons noticed a jump last year in cosmetic surgery or injectibles in patients under 30, up from 58% the prior year. The organization reasons selfies are driving the demand for cosmetic procedures, which are becoming increasingly mainstream. Botox is by far the top aesthetic treatment in the United States, and more than 1.8 million Botox procedures were performed last year, per American Society for Aesthetic Plastic Surgery.
Kennedy arrived at the idea for “Inner/Outer Beauty” when she was spearheading makeover segments for “Steve.” On the daytime show, she pushed for the inclusion of non-invasive procedures, but was rebuffed. Kennedy says, “People are scared to talk about non-invasive because it’s taboo. The truth is that it is out there, and I want women to be educated and be able to make decisions about whether it’s right for them or not.”
Early interest in “Inner/Outer Beauty” has been strong. It’s drawn some 15,000 subscribers before its premiere, and Kennedy shares she’s fielded over 300 direct messages from women expressing a desire to be made over on the show. “Inner/Outer Beauty” is harnessing the talent participating in it to spread the word. Combined, Kennedy, Parienta, Sykes, Anderson and Khan command 800,000-plus social media followers. The show is also relying on Stadiumred Group to raise awareness. “Inner/Outer Beauty” was produced in partnership with the communications company’s subsidiaries Gyrosity Projects and MagicBullet Media.
Episodes of “Inner/Outer Beauty” run for 14 to 20 minutes and will be available on IGTV in addition to YouTube. They air every other week, but Kennedy notes a weekly format could be a possibility in the future. At the end of the first episode, the dancer subject named Abi squeals in appreciation of her upgraded look. She gushes, “I feel so powerful right now. I feel like I could walk into any room and own it.” Her reaction suggests episode accomplishes Kennedy’s objective for the show. She explains, “My hope is ‘Inner/Outer Beauty’ will inspire women globally to become their best selves, empowering them to use beauty as one of the tools in their kit to do so.”