Shane Dawson, Jeffree Star Makeup Collab Earns $54 Million in MIV
Shane Dawson and Jeffree Star’s latest piece of viral content came in the form of a makeup collaboration. The press-averse YouTubers have found confidants in one another over the past year, forming a close bond that both have documented on their respective channels. The infamously private Star even granted Dawson VIP access to his world, as seen in Dawson’s 42-minute video “The Secret World of Jeffree Star,” which now has more than 46 million views. On Nov. 1, the pair launched their first joint makeup collection, the Shane x Jeffree Conspiracy Collection, consisting of two eye shadow palettes, a liquid lipstick set, a lip balm, a lip gloss, makeup bags and mirrors. Priced at $210, the Shane x Jeffree Conspiracy Collection Bundle is currently sold out on Jeffree Star Cosmetics’ web site. The collection was first revealed on YouTube and has since generated a total Media Impact Value of $54 million since Sept. 24, according to a new report from Launchmetrics. The bulk of the collection’s MIV — 47 percent — came from YouTube. Dawson and Star created a docuseries leading up to the official collaboration launch, with each video amassing more than 15 million views. The debut video, “The Beautiful World of Jeffree
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