Video advertising business GlassView has appointed Clémence von Mueffling to its board of directors in a move to ramp up its focus on beauty.

Third-generation beauty editor von Mueffling has been tapped to advise GlassView on social video campaigns that involve cosmetics, beauty and wellness. These days, von Mueffling runs her own health and beauty site called Beauty and Well Being, but she previously worked as the beauty editor at Casas & Gente magazine. Her mother and grandmother were beauty editors at French Vogue.

“Social video — it’s not a trend, it’s really here to stay,” von Mueffling said. “We know now that social videos are very engaging for beauty consumers — it’s very interesting to see what was important when my mother was a beauty editor at French Vogue.”

GlassView has worked with many brands including Ralph Lauren, Focus Features, Colgate-Palmolive and Lincoln, on video content. “They really have the ability to connect beauty brands with top-tier sites [with] very engaged influencers a very large audience,” von Mueffling said.

This is von Mueffling’s first advisory-type role, she said. Before founding Beauty and Well Being in 2014, she was with Casas & Gente, and before that, held marketing roles at Clarins, Puig and Dior.

“Publishers have started to engage their audience with social video since [around 2014], and I would say it really started to become very, very strong,” von Mueffling said. She describes her own take on video as a bit old school. “I believe in still creating videos that are aesthetically beautiful,” she said. “I think that this is what will stay in the long-term, but I know I’m a little bit old school, I don’t know if it’s my French side.”

Her relationship with GlassView started when she was on the client side, she said. As a member of the board of directors, she’ll be brought on to consult on a project-by-project basis with a big focus on beauty.

GlassView’s video platform provides more than 250 million unique users in the U.S. and 1.2 billion users globally. GlassView uses special targeting techniques for its social video campaigns, aiming to gain a wide viewership. Other members of the board include LVMH North America chairman Renaud Dutreil, Jim Porcarelli, cofounder of MediaCom North America, former Condé Nast executive Stephanie Newhouse, CBS revenue and operations executive director Dennis Colon, former Vogue.com creative director Candy Pratts Price and former U.K. Minister of Energy & Climate Change Gregory Barker.