Box Babe: Makeup Vlogger Joanna Egwuagu
YouTube Vlogger Joanna Egwuagu gives us tips on how to get started uploading videos and what she thinks of Wonder Woman's braid. Check it out!
Joanna, you're a makeup vlogger. How did you get started in makeup and online videos?
Makeup and I go wayyyy back. During college in 2007, I worked at Express and used to walk by Sephora every day. I always admired the employee’s makeup and wished I knew even half of what they did about applying it. My makeup never seemed to stay on or look as great as theirs did. During the holidays, I noticed that they were hiring seasonal employees and didn’t require experience...so I applied! I’m the kind of person that likes to learn by diving in and learning from the experts so I figured, if anything, I’d learn to finally apply my makeup like the pros. I got the job! As far as videos, I started working for a YouTube, multi-channel network called Family Video Network about a year ago. I’ve learned so much about the ins and outs of YouTube that I decided to merge my passion for cosmetics and knowledge of the platform to create my own channel.
If you were giving someone advice on getting started in building an online channel and content, what would you tell them?
Don’t wait another day. Most people think they need the most expensive camera, the best lighting equipment, a perfect background or that no one would be interested in what they have to say. All these are wrong. Some of the most popular channels on YouTube started with people using their computer webcam, in their bedrooms, using light coming from their window. It’s all about passion, if you ask me. If you truly like what you are doing, it will present itself on camera. You’ll notice popular channels all have personalities that are genuine, very true to who they are. Just be yourself and do/talk about what makes you happy! There’s plenty of people on the other side of the screen waiting to watch someone they can relate to or even aspire to be.
Your degree is in marketing and you’ve helped built several brands. What are some of the biggest challenges today in marketing? What one piece of advice would you give to someone trying to build a brand today?
There’s so many ways to go about “marketing”. Any one specific type of marketing strategy, let’s say running a commercial campaign, can deliver completely different results with small tweaks. Changes in the scenery, the subject, their hair, the music, the colors - it all affects the consumer’s experience. It’s important to A/B test the heck out of things. For example, for a dog food company, what’s the response when a dog is playing with a ball as opposed to a dog playing with a little boy...in the rain, in the sunshine, indoors? Typically, you can narrow it down to a set of details that can encourage a purchasing decision but it can be quite the lengthy process. For someone building a new brand, I always recommend grassroots marketing. Don’t underestimate the power of your network and social media. Best part about it, it’s free!
You are also developing your own cosmetic product. What do you like about the product you’re developing?
The product I’m developing was birthed from a personal need. I love kissing on my husband but he’s not quite fond of lipstick marks - I totally get it! For our wedding day, I knew there were going to be plenty of kissing moments and I didn’t want him to worry about having to wipe it off. I made an at-home mixture that prevented my lipstick from transferring on to him. What do I like about the product I’m developing? Well, I get to kiss him all the time! :)
Name a book everybody should read right now.
The author is unapologetically true to who she is and encourages you to do the same with your style, be it fashion, makeup, or romance.
Who is the coolest woman you can think of right now? What makes her so cool?
Wonder Woman, as played by Gal Gadot. Eeeeeesh, have you seen the braid on this girl?! In all seriousness, & without having watched the movie (not released until later this year), she’s equal parts fierce and feminine. The combination is something to admire.
What's the last purchase you made that simplified your day-to-day life the most?
The first thing that came to mind was my wireless Beats, haha. I work out almost on a daily basis and wired earphones are just not workout friendly.
What do you believe to be true that almost no one else agrees with you on?
I wouldn’t say that “no one else agrees” but let’s just say I don’t believe in building walls that divide people.