Immediate Media Co has announced its first partnership with a beauty brand – Liz Earle Beauty. The beauty brand is utilising the knowledge and expertise of IM brands to position Liz Earle Beauty as ‘credible skincare that aims to be kind to the environment’ – as well as being driven by 25 years of scientific know-how.
The partnership is being launched across Immediate’s market-leading portfolio, including BBC Gardeners’ World magazine, BBC Good Food, olive, and Radio Times. It will run across digital, print and events and feature content that aligns with the passions of Immediate’s audiences – with Liz Earle Beauty products at its heart. The campaign will have an estimated reach of 21 million.
The hub and all digital activity will run until 31st October 2023. Liz Earle Beauty’s ethnobotanist, James Wong and lifestyle ambassador for Liz Earle Beauty, Sarah Carr, feature in a series of videos sharing their expertise. The videos are hosted on a hub along with a wealth of content articles covering topics ranging from the botanical ingredients in the brand’s products, recipe inspiration for nourishment from the inside out, skincare and more. The campaign assets were created by Immediate’s Imagine Studio.
Along with this extensive digital content, amplified by traffic drivers across the Immediate websites and social, the campaign will also involve numerous print and event activations – with The Liz Earle Beauty Botanical Garden being created for the BBC Gardeners’ World Live Show in June.
According to Beth Shirazi, partnerships director, Immediate: “This is a really exciting and innovative partnership for us, with a company-first in partnering with a beauty brand, Liz Earle. Liz Earle is a British brand celebrated for their sustainability credentials, cruelty free and inspired by nature. In common with Liz Earle, sustainability is a core pillar across our brands.” She continues: “This campaign will resonate with Immediate Media’s strong and engaged audience of 30+ women, who share their values, with tailored content in print, digital and in live events. We would also like to thank our partners EssenceMediaCom for all their hard work and support.”
According to Alice Johnson, account manager, Essence MediaCom: “Immediate has been a fantastic partner to work with on this partnership. From the innovative initial ideas to the current executions, all have been presented and completed to the highest standards. We’re really excited to see the results as it continues to roll out.”