Most of us know who they are or have at least heard their names. These women are some of the top "beauty gurus" on YouTube. They are best known for makeup/hair tutorials, monthly/yearly favorites, and haul videos. They are also experts at making us want to buy certain products. Hence the term "market mavens."
Market mavens are defined by Ashlee Humphreys as "actors who gather and disseminate marketplace information about prices, products, and consumption practices." As viewers, we don't always see their potential as marketing experts. However, after looking at this definition and rewatching a video or two, their power as marketers in astoundingly obvious. The ladies name their favorite products (usually high-end and expensive), leading viewers to the belief that if they buy said product, they too will be beautiful and live fantastic lives like the gurus the watch daily. As they gain popularity, they become endorsed by certain brands and, in turn, encourage followers to purchase from said brand. They also eventually release their own beauty lines; makeup, nail polish, clothing, etc.
While their power is something to be admired, viewers should keep the gurus' status as "market mavens" in mind when they click play on their videos.