Cosmopolitan creates first bespoke editorial proposition for advertising partner Estée Lauder

Cosmopolitan has launched its first bespoke editorial proposition in partnership with Estée Lauder that combines native, user-generated and influencer content to promote the beauty brand’s latest range.

The Edge is a digital pop-up brand that has been created to promote Estée Lauder’s new make-up and skincare brand ‘the Estée Edit’. The dedicated digital brand will be broken up into three strands of editorial content – influencer, user-generated and native.

Cosmopolitan will encourage its readers to contribute content to the brand, and will source influencers. It will also produce its own native editorial in collaboration with The Estée Edit. The brand will feature content across fashion, beauty, music, art and culture.

The brand is hosted on and will be supported by social media activity, including promotion on Cosmopolitan’s Snapchat Discover platform.

Duncan Chater, group publishing director of Cosmopolitan, said: “Cosmopolitan can reach young women on a scale that very few brands can. Estée Edit is aimed at millennials, and Cosmopolitan is the perfect brand to help Estée Lauder engage this audience. The Edge is the first bespoke editorial proposition we have ever launched and we are delighted to do it in partnership with Estée Lauder.”