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Benefit and Endemol create new YouTube channel starring Fearne Cotton

Media company Endemol Shine Beyond UK and Benefit Cosmetics UK have launched a new female lifestyle channel on YouTube fronted by presenters and social influencers including Fearne Cotton, Emily Hartridge, and Sali Hughes.

Targetting women aged 25 and over Pretty Upfront aims to be the go-to destination for style conscious women and will feature three new pieces of content per week with a variety of fashion, beauty, culture and lifestyle strands.

The deal was conceived and negotiated by KR Mediacom, with Benefit as brand partner, which will feature across all of Pretty Upfront’s programming in the UK.

Marketing director for Benefit Cosmetics UK, Hannah Webley-Smith, said the concept of Pretty Upfront "goes to the heart" of the brand's digital strategy and enables the cosmetics company to develop an even more lifestyle-led approach with its customers.

"The customer has been, and always will be, our starting point and driving force to everything we do. Digitally we are constantly striving to answer our ever curious and content hungry customers," said Webley-Smith.

"As our belief is that 'Laughter is the Best Cosmetic' and women look and feel their best when they smile, success for us lies in creating a conversation and having fun with the many faces of our customers celebrating their beauty however they choose to portray it."

As well as acting as branding partner Benefit Cosmetics will also feature in a series of integrated branded content.

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