Cosmopolitan partners with cosmetics brands in new beauty campaign
Cosmopolitan has partnered with beauty brands; Origins, DKNY, Clinique and Smashbox to launch a national multi-platform beauty campaign in January.
The aim is to capture the diversity of beauty in the UK by photographing women in five cities across the country in order to uncover what “the nation’s skin looks like”.
The images will be shared on numerous social media platforms, and women will be encouraged to share their own portraits on their social networks. The campaign will be promoted across social media through the use of a hashtag #IamBeauty.
The chosen brands are to be tested in Cosmopolitan’s ‘Beauty Lab’, to ensure cohesion when associating the brands with ethnic fashion and beauty stories featured in the magazine, as well as online native stories.
A beauty exhibition will be held in London to showcase the portraits with Cosmopolitan editorial panel reviews. Each brand will have a cosmetic booth at the exhibition. The event will be filmed and shared on Cosmopolitan and brand marketing channels.
Cosmopolitan and the four beauty brands will commission ‘Gen-Narrators’ to create original content to market the exhibition. The idea for the reporters is to explore how modern beauty and society marry together and how communities are built, defined and represented.
The cities featured in the campaign will include London, Birmingham, Manchester, Glasgow and Liverpool.