Philips has struck a deal with Elle and Cosmopolitan publisher Hearst Magazines to help cement its brand credentials in the female beauty sector globally.
The six-month international campaign, titled Beauty Heroes, forms part of Philips' Smarter Beauty proposition and is fronted by six beauty experts, including Seoul-based YouTuber Liah Yoo, who will share beauty tips via a digital hub curated by Elle.
The hub will also act as a forum for Philips to test products and gain insight into the beauty habits, thoughts and desires of women around the world. Key markets for the global campaign include UK, Germany, Korea, China, France and Russia.
Caroline Bird, senior marketing manager at Philips, called the cross-media campaign an "incredibly exciting partnership" to be involved in.
"The Beauty Heroes from around the world not only give us access on a truly global scale and depth of beauty insights that influence Philips’ thinking in terms of innovation in the Beauty sector – they allow us to co-create truly engaging beauty led media content that we know women around the world are looking for," she added.
Other 'Beauty Heroes' featured in the campaign include UK-based Paula Goldstein, German blogger Jessica Weiss, Chinese vlogger Queenie Chan, France's Capucine Piot and ex-Vogue model Victoria Sekrier.