Now there is a new breed of celebrity Zoe Sugg and Tanya Burr are now magazine cover stars and have successful brands. The key to their success and mass appeal? Is being relatable. Filming in their bedrooms, showing off their latest Topshop purchases and vlogging themselves do their weekly shop, binge on Netflix and reading books whilst their other halves play Xbox. Zoella and Tanya Burr make themselves accessible to their viewers and fans you can copy their make up look, their style, and even parts of their lifestyle. You can bake Tanya's favourite cookies, watch Zoella's favourite TV show and see what they get up to day to day through their YouTube channels.
Zoe Sugg is very up front about her anxiety proving that behind the doll like features, the big house and cute dog is vunrability. Due to her anxiety Zoella chooses nights in over press events and fancy nights out in the city. The majority of her vlogs are set in her home, popping into Waitrose and seeing family friends, similar to how many of viewers will also spend their free time. With the rise of their success it could be a concern that with the gain of fame they will lose what made them so likeable and relatable. But despite the success and fortune Zoella is still a home girl and heart and will mention her ASOS purchases and try not to draw attention to her Cartier Love Bracelet that has a starting price of £4,600.
Zoella fans tend to be pre teens and Zoella is their un-intimidating idol. Creating a trend of #relationship goals #hairgoals and #friendshipgoals. Zoe Suggs channel is pure PG filled with disney squeals and cute clothes.
Tanya Burr who started out doing Gossip Girl make up tutorials is more embracing of the new luxury lifestyle. Tanya who often mentions in videos how she used to work in Starbucks and beauty counters has progressed from Zara to Mulberry handbags in her new central London flat. Tanya is now looking into a career in acting and is slowly and is appealing to a more mature audience who appreciate cream and grey home decor and Burberry fashion shows. Now you are more likely to catch Tanya in LA, Wimbledon or a new restaurant on the Kings Road.
The one concern I have is how young girls now see these lives as normal for woman in their twenties. No sign of 9 hour shifts, money struggles and having to juggle work, house hold chores and a social life. It is no wonder that young girls ambitions is now to work in the world of YouTube. These new lives of YouTubers is not so normal after all.
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