Cosmopolitan has partnered with Estée Lauder to launch The Edge, a bespoke digital pop-up brand written for millennials, by millennials, to promote Estée Lauder’s new make-up and skincare brand The Estée Edit.

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.

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.  

The Estée Edit is available exclusively at Selfridges from today (26 May)

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Cosmopolitan in 'consumer magazines'
Hearst in 'in-house PR'