Cosmopolitan launches Out-of-Home campaign for Black Beauty Hub in London
Cosmopolitan UK has unveiled a new campaign aimed at promoting its Black Beauty Hub (BBH), an online platform designed to cater specifically to the beauty needs of Black women. This initiative represents a decade of work by the magazine to create content that resonates with its Black British audience.
The out-of-home (OOH) advertising campaign will feature prominently at multiple locations throughout London, including popular Underground stations. Central to the campaign is imagery from Cosmopolitan’s recent “Ones to Watch” shoot, which showcases seven emerging actresses—Jessica Plummer, Bethany Antonia, Corinna Brown, Delainey Hayles, Lauryn Ajufo, Nadine Mills, and Siena Kelly—who are modelling the hottest beauty trends of the year. This shoot is part of the February/March issue of the magazine and highlights the talents of Black female stylists and creative professionals involved in its production.
Keeks Reid, Beauty Director at Cosmopolitan UK, expressed her pride in the BBH, stating that it serves as a platform created for Black women and by Black women. She acknowledged the significance of amplifying this initiative through an extensive advertising campaign and hinted at further growth for the hub in line with ongoing efforts to address Black beauty concerns.
The establishment of the Black Beauty Hub comes in response to an identified gap in the UK beauty industry, which a recent study claims could potentially miss out on £2.9 billion by failing to adequately cater to Black, Asian, and multi-ethnic consumers. This demographic has long been underserved in terms of beauty products suited for their specific needs. A staggering 39% of Black female shoppers find it challenging to locate cosmetics and skincare products compatible with their skin types.
Cosmopolitan’s BBH acts as a resource for the Black community to share experiences, seek advice, and discover beauty tips and product recommendations tailored to them. It seeks to challenge the prevailing focus on Western beauty standards that has historically dominated the market and provide a sense of belonging through shared experiences and insights.
The campaign also marks a collaboration with Marketing Beat, facilitating a digital takeover to further promote the Black Beauty Hub across various platforms. This dual approach—combining traditional advertising with digital outreach—aims to engage a wider audience, promoting inclusivity within beauty discourse.
While Cosmopolitan plans to continue catering to a general audience, the Black Beauty Hub will specifically spotlight the often neglected beauty requirements of those with darker skin tones and unique hair textures. Furthermore, the initiative will shine a light on brands that champion inclusivity, while also addressing the long-standing inequities in beauty industry practices, such as inadequate training for hairstylists in caring for Afro-textured hair and the lack of comprehensive testing by skincare brands on diverse skin types.
The Cosmo Black Beauty Hub is positioned not only as a unique online destination but also as a vital community resource, seeking to educate and inform while celebrating the beauty and culture of Black individuals. The initiative underscores the necessity for greater representation and tailored offerings in an industry where many feel overlooked.
Curated, edited, and published by our team, with stories provided by the AI news platform, Noah Wire Services.
More on this and verification:
- hearst.co.uk/insights-and-initiatives/cosmo-black-beauty-hub – supports the creation and purpose of the Cosmo Black Beauty Hub, which aims to cater to the beauty needs of Black women in the UK. Highlights the gap in the UK beauty industry, particularly the potential loss of £2.9 billion by not catering to Black, Asian, and multi-ethnic consumers.
- cosmopolitan.com/uk/beauty-hair/bodycare/a61993062/supernova-body-launch/ – this article discusses the lack of diversity in high positions within beauty brands and the importance of inclusivity, which aligns with the goals of the Black Beauty Hub.
- cosmopolitan.com/uk/beauty-hair/a61482816/unpacking-black-beauty/ – explores the personal journey of a Black woman in defining beauty on her own terms, reflecting the need for representation and inclusivity in the beauty industry.