Hearst UK, a premium content and experience business, has partnered with Philips, a global health technology company, to create a branded beauty testing lab to drive awareness of the Philips Lumea IPL 9000 Series, says the publisher.
Launched on 20th September and culminating in a live consumer experience on Saturday 24th September, Philips will take over Hearst UK’s dedicated testing facility in St Anne’s Court, Soho in London – the first time a brand has ever taken over the space, commented Hearst.
The partnership will provide a bespoke site for Hearst UK to run in-depth testing of the Philips Lumea IPL 9000 Series, with the hair removal device put through its paces by Hearst UK’s Testing Team, editors and readers. Content from the process will be created and amplified across three of Hearst UK’s brands – Women’s Health, Cosmopolitan and Good Housekeeping.
The takeover will conclude with a live event on Saturday 24th September titled ‘Self-Care Space with Philips and Cosmopolitan’, says the publisher, where consumers can experience a makeup masterclass and try out the Lumea IPL 9000 to experience the device first-hand. Isis Brown, celebrity Makeup Artist and representative for London Beauty Artists, will be on hand to share her expert make-up and skincare tips and techniques. All guests will also be provided with refreshments, a goody bag, featuring an exclusive Philips discount, and have the opportunity to take a picture in front of the #NoFilter photo installation, pledging to speak more kindly about their bodies.
Attendees will also get the chance to meet wellbeing champion and owner of ‘The Confidence Corner’, influencer Callie Thorpe, who will be sharing insights into her confidence journey and her personal experience of at home IPL using the Philips Lumea throughout the day.
Jane Wolfson, chief commercial officer, Hearst UK, said: “Our trusted brand endorsements are proven to effectively drive retail sales, and we’re excited to partner with Philips on this branded beauty testing lab, which brings together the power of Hearst UK’s accreditation business, three of our iconic brands and the Philips Lumea IPL 9000 Series.”
Chloé Fallon, beauty consumer marketing manager for Philips, said: “At Philips we’re always looking at innovative ways to achieve our mission of helping people to enjoy life by living well. Which is why we’re so excited to be partnering with Hearst UK, launching the first ever brand takeover of Hearst UK’s iconic testing institute in London and hosting our ‘Self-Care Space’ consumer event.
“Our Philips Lumea range was designed to save time for what really matters and allow people to feel confident and at their best. The ‘Self-Care Space’ encompasses this belief, providing consumers with a unique and intimate experience where they can get one-on-one time with skin and beauty experts and share their own stories, as well as experiencing our leading at home IPL technology first-hand. We hope that every attendee will leave the ‘Self-Care Space’ feeling their most confident self!”
Tickets for the event are available to purchase here.
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