Cosmetics brand Nars has premiered online video tutorials, giving viewers the lowdown on how to achieve the looks seen at the 3.1 Phillip Lim, Marc Jacobs, and Thakoon fashion shows.

Called "Runway, Real Way, Nars Way," the new series is a bid to regain control over independent beauty bloggers' tutorials who have become so important in fact that personalities such as Michelle Phan have been signed on to consult for beauty brands (in this case Lancôme).

Fitting in with the 'real women trend' in beauty (Bobbi Brown's Pretty Powerful campaign, Dove ads), Nars makeup artists show interpretations of the runway beauty looks for everyday, demonstrated not on models but average-looking women - sometimes Nars staff.

The move follows similar launches by Dior Beauty and Stila, which have both introduced specially designated tutorial channels, and labels such as Smashbox and Bobbi Brown uploading instructive videos to YouTube.