It’s been putting the bat in women’s lashes for 20 years and this week, L’Oreal Paris is giving a little something back to the women who love its Voluminous mascara.

On Monday, the brand launched its ‘What’s Your V-Moment’ contest, asking beauty ‘vloggers’ (video bloggers) to send in their stories about victorious moments experienced while wearing Voluminous mascara. The contest is being hosted on L’Oreal Paris Canada’s YouTube channel and the videos submitted are voted on by the public. The video with the most votes wins, and as a prize, will be featured on the YouTube Canada homepage (in a rich media banner) and feature placement on the brand’s YouTube channel.

The contest is the centrepiece of L’Oreal Paris Canada’s 20th anniversary campaign for its Voluminous mascara and is being promoted via the brand’s Facebook page and a print campaign in Canadian fashion magazines Elle, Elle Québec, Clin d’Oeil, Pure, Fashion, Flare and Glow. Media on the campaign was handled by ZenithOptimedia in Toronto and digital was handled in-house by L’Oreal and Nurun in Montreal.

The goal with this campaign is not necessarily to get thousands of videos submitted, but to engage beauty fans through participation, and engagement with influential members of the online beauty community, says Maya Kosovalic, interactive marketing manager, L’Oreal Paris Canada.

‘We wanted to reach the beauty influencers and opinion leaders, and the vlogger community,’ she says. ‘For a mass brand, it can often be difficult to reach that demographic using traditional forms of media. So that’s why YouTube made sense to reach beauty bloggers or vloggers who are highly involved in the category and who are influencers.’

‘It’s about creating an emotional connection with the brand and positioning it as an expert makeup brand, because the recommendations are coming from influential beauty vloggers,’ she adds.

To give the contest a buzz-boost on YouTube, L’Oreal partnered with popular YouTube beauty vlogger Juicystar07 (a.k.a. Blair Fowler), whose channel has over 600,000 subscribers and total upload views of almost 200 million. Fowler is featured in the introductory video on the L’Oreal channel and the video is also on the Juicystar07 channel.