The campaign, #IamBeauty will launch in January with the aim of creating the UK’s first ever ‘Beauty Portrait’ by uncovering what the nation’s skin truly looks like, say the publishers.
Cosmopolitan will commission a series of influential photographers to capture the diversity of beauty by taking candid images of women in five cities across the UK that will be shared across various social media platforms. Women will also be encouraged to share their own beauty portraits on social networks.
Cosmopolitan will support #IamBeauty through editorial promotion on multiple platforms to raise awareness of the campaign and inspire participation. Origins, DKNY, Clinique and Smashbox will feature in all ethnic fashion and beauty stories in the magazine as well as in a number of online native stories. The Cosmopolitan editorial team will also test these brands in their Beauty Lab.
The initiative will culminate in a “unique inspirational” beauty exhibition in London that will showcase all #IamBeauty portraits. The exhibition will feature each brand’s cosmetic booths and Cosmopolitan editorial panel reviews. The event will be filmed and shared on Cosmopolitan and brand marketing channels.
To amplify #IamBeauty, Cosmopolitan and the four beauty brands will commission ‘Gen-Narrators’ to create original content to complement the exhibition. These commentators will 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.
Duncan Chater, Group Publishing Director, Cosmopolitan, says: “Cosmopolitan is the world’s number one women’s magazine brand for millenials and through this multi-platform partnership with Origins, DKNY, Clinique and Smashbox we will be able to reach our highly engaged audience through integrated collaborations and innovative digital solutions.”
