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that they too have taken notice of the hauling trend and now utilize vloggers within their digital platforms. For example, Seventeen latched on to some of YouTube’s most popular haulers and beauty gurus, and has set up a section on their website titled “Beauty Smarties.” Here, visitors can watch videos posted by some of the style savvy girls of YouTube. “These girls love makeup so much, they want to share it with the world! They teach millions how to create cool looks on YouTube, but they’re saving their best tricks just for you. Watch their how-to videos now!” (Seventeen.com, 2011). What may be appealing about receiving fashion and beauty advice from haulers is the fact that they can take trendy, sophisticated clothing or beauty ideas and put a more approachable or down-to-earth spin on them. “For many people fashion is an inhospitable, impenetrable and intimidating world. But bloggers have helped break down that perception of fashion as something that you had to be an insider to understand” (Murray, 2011). It appears that many of the young women who follow the fashion and beauty channels on YouTube take the style advice quite seriously. For example, in a joint video, the Fowler sisters, Elle (screen name AllThatGlitters21) and Blair, reviewed a watch they purchased from Guess, and after only 24 hours of posting the review, the vendor sold out in every color and their Web site crashed as a result of the surge in online orders (Noll, 2010). According to Kit Yarrow, a consumer psychologist, “Haul videos are the perfect marriage of two of Generation Y’s favorite things: technology and shopping. It’s a vicarious pleasure. You don’t have to spend the money and you still get the thrill; it’s a bit like pornography” (as cited in Noll, 2010). Nonetheless, as will be discussed in more detail later in the study, this phenomenon has been met with criticism for its encouragement of consumptive practices among young girls and women. Engaging in this type 5PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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