Maybelline goes where the influencers are.

The L’Oréal-owned-cosmetics brand today announced that the video campaign for its recent Volum’ Express the Colossal Big Shot mascara will feature two makeup artist vloggers known for his or her sizable social media followings.

Manny Gutierrez — @Mannymua733 — and Shayla Mitchell — @MakeupbyShayla — will appear in two promotional videos for the Colossal Big Shot mascara launch. They’re set to start airing this month on Maybelline’s YouTube channel, website and within the campaign’s digital promoting, in tandem with the product’s entry into retail doors. The campaign’s theme is “Lash Like a Boss.”

“We’re so excited to team up with Manny and Shayla, who’re true leading influencers within the social media world, on our first video campaign that features influencers as the celebrities,” said Anne Marie Nelson-Bogle, senior vice chairman of promoting for Maybelline, in a press release. “They represented the ‘boss’ beauty attitude on this campaign like nobody else could, bringing to life this message on-screen to encourage their thousands and thousands of fans…to also ‘lash like a boss.’”

Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of two.5 million. Gutierrez, a male whose Instagram bio reads “I believe boys deserve just as much cosmetic recognition,” is the more popular of the pair, with about 700,000 more Instagram followers and a YouTube subscribership of greater than 2.1 million.

The digital influencer phenomenon has already spread to the mass market, and Maybelline is actually not the primary mass brand so as to add a male makeup enthusiast to its system — last 12 months, Cover Girl announced its appointment of James Charles, an Instagram makeup artist, to its roster of brand name ambassadors. The campaign generated buzz because Charles is a teenage boy.

But as influencers proceed to point out their prowess in the sweetness space, it is just not surprising that Maybelline jumped on the bandwagon, said Wendy Liebmann, chief executive officer of WSL Strategic Retail. “Maybelline is saying, ‘We’re a really social brand and we wish to take care of a younger, more digital shopper base.’”

Some mass-market brands are eschewing the influencer route. Just this week, Revlon announced it was adding Gwen Stefani, a more traditionally established celebrity, to its ambassador lineup.

“It tends to be a younger brand attracting younger consumers for which the ability of the influencers is absolutely strong,” noted Liebmann.

In today’s consumer climate, said Liebmann, celebrities aren’t totally out — however it helps in the event that they have a social media following.

“The true power today is that if you’ve any individual recognizable who can also be socially effective, a celeb that has credibility [on social media]. Celebrities who live on this recent world can develop into hugely powerful.”