Media company Endemol Shine Beyond UK and Benefit Cosmetics have launched a new female lifestyle channel on YouTube fronted by presenters and social influencers including Fearne Cotton, Emily Hartridge, Sali Hughes and Madeleine Shaw.
Targetting women aged 25 and over Pretty Upfront aims to be the go-to destination for style conscious women and will feature three new pieces of content per week with a variety of fashion, beauty, culture and lifestyle strands.
The deal was conceived and negotiated by KR Mediacom, with Benefit as brand partner, which will feature across all of Pretty Upfront’s programming in the UK.
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Source: The Drum
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