Cosmopolitan Launches Out-of-Home Campaign for Black Beauty Hub in London

Cosmopolitan UK has launched a groundbreaking Out-of-Home (OOH) campaign to promote its Black Beauty Hub (BBH) in London. This new initiative showcases Cosmopolitan's ongoing dedication to addressing the unique beauty needs of Black women, marking a decade of commitment to content that resonates with the Black British community.

The BBH is an online platform that aims to provide resources, advice, and product recommendations specifically for Black women. This initiative highlights a gap in the UK beauty industry, with a recent study revealing that the sector could miss out on £2.9 billion by failing to cater to the needs of Black, Asian, and multi-ethnic consumers. A significant 39% of Black female shoppers struggle to find beauty products suitable for their skin tones and hair textures, further emphasizing the need for such a platform.

The OOH campaign will feature striking visuals throughout London, including prominent locations such as Underground stations. At the heart of the campaign are images from Cosmopolitan’s recent “Ones to Watch” shoot, which celebrates seven emerging Black actresses: Jessica Plummer, Bethany Antonia, Corinna Brown, Delainey Hayles, Lauryn Ajufo, Nadine Mills, and Siena Kelly. These actresses model the hottest beauty trends of the year, spotlighting Black talent in the fashion and beauty industry. The shoot, featured in Cosmopolitan’s February/March issue, also highlights the contributions of Black female stylists and creative professionals.

Keeks Reid, Beauty Director at Cosmopolitan UK, expressed immense pride in the BBH, emphasizing that the platform was created by Black women, for Black women. She explained that the extensive OOH advertising campaign is crucial for amplifying the initiative, with more growth anticipated as the BBH continues to address the beauty concerns of the Black community.

The Black Beauty Hub represents a significant step toward challenging the dominance of Western beauty standards, which have long shaped the market. It offers a space for Black women to share experiences, find tailored beauty tips, and discover products that suit their unique needs. This inclusive approach to beauty also supports brands that are committed to diversity and inclusivity, spotlighting those that address the specific beauty requirements of Black women.

In addition to the OOH campaign, Cosmopolitan is collaborating with Marketing Beat for a digital takeover, further expanding the BBH's reach across various online platforms. This dual approach—combining traditional and digital advertising—aims to engage a broader audience while promoting inclusivity in the beauty industry.

Cosmopolitan UK’s focus on general beauty content will remain, but the BBH provides an important space for the often-overlooked beauty concerns of those with darker skin tones and unique hair textures. The campaign also sheds light on the systemic issues within the beauty industry, such as inadequate training for hairstylists working with Afro-textured hair and the lack of inclusive testing by skincare brands for diverse skin types.

With the Cosmo Black Beauty Hub, Cosmopolitan UK is not only creating an online destination for Black beauty but also fostering a community resource that educates, informs, and celebrates the beauty and culture of Black individuals. The initiative underlines the ongoing need for representation and tailored offerings within the beauty industry, creating a space where those who have historically been overlooked can find their place.

A Decade of Dedication to Black Beauty Needs

Cosmopolitan UK has launched a groundbreaking Out-of-Home (OOH) campaign to promote its Black Beauty Hub (BBH) in London. This new initiative showcases Cosmopolitan's ongoing dedication to addressing the unique beauty needs of Black women, marking a decade of commitment to content that resonates with the Black British community.

The Black Beauty Hub: A Platform for Representation

The BBH is an online platform that aims to provide resources, advice, and product recommendations specifically for Black women. This initiative highlights a gap in the UK beauty industry, with a recent study revealing that the sector could miss out on £2.9 billion by failing to cater to the needs of Black, Asian, and multi-ethnic consumers. A significant 39% of Black female shoppers struggle to find beauty products suitable for their skin tones and hair textures, further emphasizing the need for such a platform.

High-Impact OOH Campaign Across London

The OOH campaign will feature striking visuals throughout London, including prominent locations such as Underground stations. At the heart of the campaign are images from Cosmopolitan’s recent “Ones to Watch” shoot, which celebrates seven emerging Black actresses: Jessica Plummer, Bethany Antonia, Corinna Brown, Delainey Hayles, Lauryn Ajufo, Nadine Mills, and Siena Kelly. These actresses model the hottest beauty trends of the year, spotlighting Black talent in the fashion and beauty industry. The shoot, featured in Cosmopolitan’s February/March issue, also highlights the contributions of Black female stylists and creative professionals.

Pride in the BBH: A Platform Created for and by Black Women

Keeks Reid, Beauty Director at Cosmopolitan UK, expressed immense pride in the BBH, emphasizing that the platform was created by Black women, for Black women. She explained that the extensive OOH advertising campaign is crucial for amplifying the initiative, with more growth anticipated as the BBH continues to address the beauty concerns of the Black community.

Aiming for Inclusivity in the Beauty Industry

The Black Beauty Hub represents a significant step toward challenging the dominance of Western beauty standards, which have long shaped the market. It offers a space for Black women to share experiences, find tailored beauty tips, and discover products that suit their unique needs. This inclusive approach to beauty also supports brands that are committed to diversity and inclusivity, spotlighting those that address the specific beauty requirements of Black women.

Expanding Reach with a Digital Takeover

In addition to the OOH campaign, Cosmopolitan is collaborating with Marketing Beat for a digital takeover, further expanding the BBH's reach across various online platforms. This dual approach—combining traditional and digital advertising—aims to engage a broader audience while promoting inclusivity in the beauty industry.

Continuing the Fight for Inclusivity and Representation

Cosmopolitan UK’s focus on general beauty content will remain, but the BBH provides an important space for the often-overlooked beauty concerns of those with darker skin tones and unique hair textures. The campaign also sheds light on the systemic issues within the beauty industry, such as inadequate training for hairstylists working with Afro-textured hair and the lack of inclusive testing by skincare brands for diverse skin types.

Cosmo Black Beauty Hub: A Vital Resource for the Community

With the Cosmo Black Beauty Hub, Cosmopolitan UK is not only creating an online destination for Black beauty but also fostering a community resource that educates, informs, and celebrates the beauty and culture of Black individuals. The initiative underlines the ongoing need for representation and tailored offerings within the beauty industry, creating a space where those who have historically been overlooked can find their place.