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July 23 2014

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Studio Beauty Channel: All The Cool Kids Are Watching It

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When Studio Beautymix at Fred Segal went digital earlier this year, bringing its well-edited stash of cosmetics, skincare, and fragrance to the Internet masses, beauty junkies living outside the Santa Monica area rejoiced. But founder Robin Coe-Hutshing and newly named CEO Nicole Ostoya weren’t content to stop at e-commerce. Tired of what they’ve termed “plasticized beauty,” the women wanted to broadcast the store’s quirky retail experience worldwide. Introducing Studio Beauty Channel, a Web portal that goes live today and offers a window into the undeniably cool products for sale at Studio Beautymix and the painfully hip people who are wearing them. Produced by New York-based documentary filmmaker Crystal Moselle and writer/blogger Aviva Yael, the site is essentially a series of video vignettes that feature New York and L.A. scenesters playing with makeup. In “The Kiss Off Series,” author and Chloë Sevigny bestie Lesley Arfin tests out the opacity and wearability of DuWop’s new Dark Red lipstick during a PG makeout session with boyfriend and rapper Machine; “The Mascara Cry Test” features aspiring actress and imboycrazy.com blogger Alexi Wasser, challenging Stila Lash Visor to the emotional roller-coaster that is the movie Closer. Aside from innovative product testing techniques, the site will also offer a cultural collision of makeup and music, showcasing backstage face-painting rituals with up-and-coming girl bands and insider interviews with artists like L.A. Ladies’ Choir, a women’s singing collective that counts model Frankie Rayder as a member. It sure beats plain old online shopping.
See more videos at Studio Beauty Channel

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