The Edge will curate three strands of editorial content – influencer, user-generated and native – across fashion, beauty, music, art and culture. Cosmopolitan will source relevant influencers and engage its millennial audience to contribute compelling content, as well as producing its own native editorial in collaboration with The Estée Edit, say the publishers.
The brand is hosted on Cosmopolitan.co.uk and will be heavily supported via a social media strategy, which will include promotion on Cosmopolitan’s Snapchat Discover platform.
Duncan Chater, Group Publishing Director of Cosmopolitan, says: “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.”
