Hearst creates unique beauty lab experience in the heart of London

Hearst UK has partnered with Philips to create a physical brand experience at its beauty testing lab in Soho, London. It’s the first time the publisher has opened the doors of its beauty lab to a brand takeover, and represents an innovative multichannel programme that will culminate in a live consumer event on Saturday 24th September.

The partnership will provide a bespoke site for Hearst to drive awareness of the Philips Lumea IPL 9000 Series, while running an in-depth testing of the product.

Editors and readers, as well as the company’s dedicated testing team will put the hair removal device through its paces, with coverage being shared across the Women’s Health, Cosmopolitan and Good Housekeeping brands.

Jane Wolfson, Chief Commercial Officer for 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.”

Saturday’s main event, ‘Self-Care Space with Philips and Cosmopolitan’, will provide a live brand experience through which consumers can experience a makeup masterclass and try out the Lumea IPL 9000 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, as well as influencer Callie Thorpe.

Attendees will be provided with refreshments, goodie bags, and an exclusive Philips discount, as well as being invited to take a picture in front of the #NoFilter photo installation, pledging to speak more kindly about their bodies. 

You can find out more about the event here.