Endemol Shine Beyond UK Launches YouTube Lifestyle Channel

LONDON: Endemol Shine Beyond UK is rolling out a brand-new female lifestyle YouTube channel called Pretty Upfront in association with Benefit Cosmetics UK.

Pretty Upfront features content from social influencers, established mainstream talent and creators such as TV presenter Fearne Cotton, YouTube beauty influencer and Covet Thee vlogger Emily Hartridge, beauty journalist and makeup artist Sali Hughes, health coach and blogger Madeleine Shaw and fashion blogger Susie Bubble. Pretty Upfront will offer three new pieces of content each week focused on fashion, beauty, culture and lifestyle.

The channel’s content is aimed at style-conscious women in the 25-plus age bracket. The content offering will include Emily Hartridge’s Weird World, which explores strange trends across the U.K.; Fearne Cotton’s A-Z of Happiness, covering topics such as body confidence; Sali Hughes’ No Nonsense Beauty Guide, offering honest advice about beauty; and Bubble Tea, an interview format featuring Susie Bubble and fashion celebrities.

The launch of Pretty Upfront also marks the beginning of an exclusive brand partnership with Benefit Cosmetics UK. Benefit will serve as brand partner and will be featured across the channel’s programming in the U.K.

Endemol Shine Beyond UK’s commercial director Caroline Reik said, “We are thrilled to be working with Benefit Cosmetics and KR Mediacom on this unique YouTube channel partnership. Alongside partner branding, we will be creating a series of integrated branded content for Benefit Cosmetics across our dynamic new channel, targeting the 25-plus female.”

Hannah Webley-Smith, the marketing director for Benefit Cosmetics, stated: “The customer has been, and always will be, our starting point and driving force to everything we do. Digitally we are constantly striving to answer our ever-curious and content-hungry customers. The concept of Pretty Upfront goes to the heart of this strategy, enabling us to develop an even more lifestyle-led approach with our fans and customers. As our belief is that ‘Laughter is the Best Cosmetic’ and women look and feel their best when they smile, success for us lies in creating a conversation and having fun with the many faces of our customers celebrating their beauty however they choose to portray it.”

Kate Anthony, the digital director at KR Mediacom, who managed the deal, added: “We know our style-conscious consumers have an insatiable appetite for authentic ideas and inspiration. In working closely with Endemol Shine Beyond UK during the development of Pretty Upfront we’ve been able to embed and showcase Benefit Cosmetics in a unique and unconventional way within high-quality, engaging original content, whilst also delivering highly competitive media value.”

The launch of Pretty Upfront follows the official rollout of food and lifestyle channel Wild Dish earlier this week from Endemol Shine Beyond UK.