Cosmopolitan partners with Estée Lauder to launch site for millennials

Estée Lauder has teamed up with Cosmopolitan to create a microsite targeting millennials, for the launch of the cosmetic giant's new makeup range, The Estee Edit.

Cosmopolitan partners with Estée Lauder to launch site for millennials

The site, which is called The Edge, will feature a combination of editorial and native content about fashion, beauty, culture and lifestyle, written by the Cosmopolitan editorial team and influencers. It will sit within Cosmopolitan.co.uk.

The deal, which is the first of its kind for Cosmopolitan’s publisher Hearst, has no end date. There will be a social media push behind the launch of The Edge, including featuring it on Cosmopolitan’s Snapchat.

The initiative follows the launch of Hearst’s "Shared Spaces" in the UK, which is billed as an ad product that enables commercial partners to share the same space as editorial. According to Hearst the initiative has been a key revenue driver in the US since it launched there in 2014.

Farah Storr, the UK editor, said at an event earlier this month that Cosmopolitan wants to reach new audiences through digital platforms. She said the Snapchat audience might be different to the magazine’s.