Hearst Magazines UK has launched a multi-platform beauty campaign that features an ‘on the hour, every hour’ digital takeover in partnership with advertising clients.

Hearst Beauty Unbound is running across 13 of Hearst UK’s brands including Cosmopolitan, ELLE, Red, Good Housekeeping and Harper’s Bazaar, with each magazine brand creating its own unique beauty theme.

The campaign will see a boost in beauty editorial across print, online, tablet and mobile. It also incorporates video, social and print content tailored around luxury, millennial and anti-ageing beauty.

A key part of the initiative is ‘beauty hour on the hour’ which launched on April 16 and will see 12 new pieces of beauty content published hourly from 7am to 7pm. Each item of content will be supported on Twitter using the #BeautyUnbound hashtag.

Commercial partners include Fortnum & Mason, Lancôme, Clarins, L’Oreal Designer Fragrances, Armani Si, The Body Shop and Bio Oil. The campaigns span beauty activations at retail outlets, native advertising and audience engagement solutions.

Ella Dolphin, Group Commercial Director at Hearst UK, said: “Beauty has always been an integral part of our DNA, but Hearst Beauty Unbound is a unique approach to beauty coverage across our brands.

“The initiative connects one in three women and one in five men with up-to-the minute compelling content, wherever and whenever they want it, whether in print, online or on their mobile.”