Lancôme has signed YouTube makeup-artistry phenom Michelle Phan to be the brand’s official video makeup artist, making it the first luxury brand to have a social media superstar on its roster. Phan, a 22-year-old Tampa, Florida, native, has over 106,407,340 views on her own YouTube channel of makeup tutorials, so it strikes us as a pretty good marketing move to bring her on board. Don’t be shocked if/when other brands follow suit.