Beauty brand Benefit has been announced as the brand partner for the new YouTube channel created with Endemol that will show female lifestyle content, hosted by TV star Fearne Cotton amongst others.

The channel, called Pretty Upfront, will put three fresh pieces of content each week featuring beauty, fashion, culture and lifestyle and will target women aged 25 and over. Other presenters include Emily Hartridge, Sali Hughes and Madeleine Shaw.

Benefit will feature across all of Pretty Upfront’s programming across the UK, with the channel being conceived by KR Mediacom.

Hannah Webley-Smith, Marketing Director for Benefit Cosmetics UK told The Drum that the channel is at the heart of the company’s brand digital strategy and will help drive the company’s lifestyle-led approach to consumers.

Webley-Smith said, “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.
“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.”