YOUR GUIDE TO BEAUTY, LOVE & LIFE - MEDIAKIT 2021 - THE BIGGEST MILLENNIAL AND GEN-Z - Hearst
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MEDIAKIT 2021
YOUR GUIDE
TO BEAUTY,
LOVE & LIFE
THE BIGGEST MILLENNIAL AND GEN -Z
EXPERT IN THE NETHERL ANDS
“Cosmopolitan is the ultimate gateway to
the elusive millennial and Gen-Z target audiences
(a.k.a. Gen-Now), and the voice of these
generations. Cosmopolitan is everywhere where
Gen-Now is, allowing us to reach millions each
month. Millions we inspire, motivate and guide
during every part of their lives. It is great to see
how an established and strong international brand
like Cosmopolitan gels so seamlessly with this target
audiences and its wishes. For any questions about
beauty, fashion, heartbreak, career or money
matters, personal growth or astrology,
Cosmopolitan always has the answer.”
JOSEPHINE KAY
EDITOR-IN-CHIEF
The Power of
Best
in beauty
Cosmopolitan scores
above average on
beauty, is the biggest
on beauty, and we are
one step ahead of the
market with our
in-house expertise.
*NOM INDEX 353.
Reach
With more than
2 million unique
visitors a month
Cosmopolitan.nl has
the largest reach for
this target audience.
In addition,
Cosmopolitan is
the biggest climber
(+49% compared to
last year) in the area
of brand reach in NL*
*NOM MEDIAMERKEN Shoppable content
Data driven
2020-III Deploying shoppable
content we obtain Cosmopolitan’s various
these results: distribution channels’ content
is data driven. We listen to
• 9x higher impact for
the target audience through
purchasing intention
research, our own instant insights
• 47% increase in
and surveys. This is how we
time spent and
create content with purpose;
viewing the content
we can measure and analyse
• 2x longer where the needs are, allowing
engagement* us to create high-end content
*NOM MEDIAMERKEN that the target audience
2020-III eagerly awaits.
Digital
& social
YouTub e
7.90 0
sub crib ers
Inst agram
67.0 0 0
Websit e followers
2.000.000
UNIQUE VISITORS PER MONTH
Podcast
46.0 0 0
7.0 0 0.0 0 0 PAGEVIEWS PER MONTH dow nlo ads
Twit t er
20.10 0
followers
Print
245.000 REACH
Facebook
FREQUENCY 8x
270.0 0 0
N ewslet t er fans
57.0 0 0
sub crib ers
*NOM MEDIAMERKEN 2020-III
Cosmopolitan
is intended for
GEN-NOW
Millennials (1980-2000)
& Gen Z (from 2000)
Why does
GEN-NOW
choose Cosmopolitan?
The Cosmopolitan platform is like your best friend’s sofa. The sofa you go
to after an intense day at work, where you binge-watch series for hours, drink wine
and discuss serious issues, where you philosophise about astrology, where you
exchange your beauty and fashion tips, where you roar with laughter and where
you have a good cry after your relationship has ended. The place where you can
be yourself, that feels familiar and where you can truly relax, the place where you
sometimes forget the time and where you always leave with the feeling
that you can take on the world.
THEMES
& PILLARS
2021
All Cosmopolitan themes have been
determined by target audience research
and are distributed through various
channels: in print, digital, social as well
as events. Cosmopolitan’s main pillars,
which are embraced all year round,
are: beauty, friendship, love, personal
development, sustainability, career,
inclusivity and astrology.
Consciousness
(9 FEBRUARY - 5 APRIL)
The world is changing at a rapid pace, and Gen-Now is only too aware
of that. Which is why our target audience increasingly chooses sustainable
fashion or green beauty products. These months at Cosmopolitan are all
about a more conscious life(style). Sensible choices are not just important
when it comes to shopping, but the mental aspects of a more conscious
lifestyle also have an important part to play. Meditation tips, self-care
rituals and wellness have our full attention these months.
(Publication date print: Thursday 11 Februar y, closing date sales: Friday 8 Januar y)
Friendship
(6 APRIL – 8 JUNE)
Shopping sprees together, testing new beauty products, exchanging tips
on the latest films and series, lending a sympathetic ear for issues of love or
giving mortgage advice. For Cosmopolitan’s Gen-Now, the role of their friends
and friendship is the most important thing there is. Which is why these months,
and this issue, are all about friendship.
(Publication date print: Thursday 8 April, closing date sales: Friday 5 March
+ Cosmopolitan Sleepover event on 11 april 2021
Love
Sizzling Hot Summer Issue
(22 JUNE – JULY)
Cosmopolitan’s famed summer issue is back again this year and
better than ever. Filled to the brim with sultry summer stories, really-
want-you-now fashion items, sun-kissed facial beauty advice, puzzles
and quizzes, and far more juicy stuff to read. In a smaller format,
making it perfect for in your beach bag, on the balcony or terrace.
Not surprisingly this issue is always a hit during the summer months.
(Publication date print: Tuesday 22 June, closing date sales: Tuesday 18 May)
Work & Money
(10 AUGUST – 11 OCTOBER)
The summer months are over and that is the signal for Cosmopolitan
and Gen-Now to consider choices in the areas of career, success and
money. Will they change direction this year and go in search of that dream
job? Or will they choose a steady life and income? Or is it time to take
a step back to regain that work-life balance? Maybe it’s time to invest
money in shares, save up or invest in a home? Whatever their choices
are, Cosmopolitan has their back.
(Publication date print: Thursday 12 August, closing date sales: Friday 9 July)
Beauty
(12 OCTOBER – 6 DECEMBER)
Beauty lies at the heart of everything Cosmopolitan does, and that’s
why we focus on it even more during these months. We let Gen-Now
determine which products are best of the very best, by letting them vote
for the Cosmopolitan Beauty Awards. We cream, swatch and test to our
hearts’ content and share all our findings with Cosmopolitan’s Real Reviews.
Insatiable for more beauty? This month, Cosmopolitan is a beauty
lover’s go-to one-stop place for beauty.
(Publication date print: Thursday 14 October, closing date sales: Friday 10 September)
The Big
Winter Book
During the dark days of winter, Gen-Now
looks for a glimmer of fun in our Grote
Winterboek (Big Winter Book). Brimming
with wonderful fashion and beauty shopping
for the festive season, heart-warming stories
and party vibes all around.
Big Party issue
(7 DECEMBER - 8 FEBRUARY 2022)
Throughout the winter months, Gen-Now loves
a party with friends, loved ones and family.
Cosmopolitan offers inspiration with glitter outfits
for around the Christmas table, shiny beauty
makeup looks for a New Year’s Eve party and
lots and lots of gift tips for under the Christmas
tree. We spend the winter months preparing
a fresh boost of energy for the new year with
lots of content surrounding spirituality and
finding happiness.
(Publication date print: Thursday 9 December,
closing date sales: Friday 5 November)As the largest Gen-Now* title in the Netherlands,
Cosmopolitan organised the first (almost-instant-sell-out)
Cosmopolitan Sleepover in March 2020. Due to this
massive success, a Cosmopolitan Sleepover will be planned
for both the spring and the autumn of 2021.
The Cosmopolitan Sleepover is a perfect BFF night out.
Readers book a hotel room together with their friend, giving
them exclusive access to an afternoon and evening programme
full of lectures, workshops, masterclasses, unique brand
activations and entertainment.
Besides the special programme and a hotel room filled to
the brim with everything you need for an unforgettable night,
Cosmopolitan provides a delicious dinner, wonderful breakfast,
drinks and of course a well-filled goodie bag.
A selection of the brands participating in 2020:
Rituals, Clarins, hayu, Paula’s Choice, Disney, Plan
Nederland, Benefit, Levi’s, Charlotte Tilbury and Bolletje.
*GEN-ZS AND MILLENNIALS
**THIS EVENT WILL BE ORGANISED IN ACCORDANCE WITH ALL RIVM GUIDELINESCosmopolitan as a partner
Cosmopolitan is the biggest 360-degree media brand for the Dutch millennial
and Gen-Z generations. With its inhouse knowledge and cross-media expertise,
Cosmopolitan works as a creative agency, which collaborates with brands to bring
formats, content strategies and branded content to life and present them to the
target audience. Anything is possible at Cosmopolitan, from paper to pixels.
COSMOPOLITAN X SMOOTH SUNDAY X PHILIPS
SHISEIDO
COSMOPOLITAN X HUAWEI
COSMOPOLITAN X COSMOPOLITAN
ZADIG & VOLTAIRE X HAYUOnline
COURSES
We started offering our first online course
on a closed Cosmopolitan platform in 2020.
We kicked off with our first astrology course.
In 7 lessons, the target audience learns the
basics to learn to read and understand
their personal horoscope.
Several online courses will follow in 2021,
offered by Cosmopolitan. Quantitative research
performed among the target audience in 2020
shows that, besides astrology, they want to follow
online courses about self-development, work
productivity, money matters, beauty & skincare
and creativity (social media, photography).
Our first course will be offered for €19.95,
allowing the target audience permanent
access to the particular course.What are we doing in 2021?
Digital Beauty Event
An online beauty event, giving our
visitors the opportunity to buy products
with great discounts and unique offers
within a 12-hour window. Besides the
offers, the participating beauty brands
As the largest Gen-Now* title in the are given the opportunity of offering
Netherlands, Cosmopolitan organised the the target audience online
first (almost-instant-sell-out) Cosmopolitan webinars/workshops.
Sleepover in March 2020. Due to this
massive success, a Cosmopolitan
Sleepover will be planned for both the
spring and the autumn of 2021.
Online courses
We offer the target group various
courses on a closed platform in line with
the Cosmopolitan themes and pillars.
In 2020, we kicked off with our first
Astrology course and many will follow
in the coming year. Snapchat
Cosmopolitan now has four shows on
Snapchat Discover! In short and snappy
(ya get ‘it?) videos, users can follow beauty
and hair tutorials or watch/listen to celebs’
and drag queens’ ‘first times’.What are we doing in 2021?
TikTok
Cosmopolitan is where the target group
is, so also on TikTok. We will continue
to expand our TikTok channel and our
search for Cosmopolitan’s first beauty
TikTokker. Keep an eye out for beauty
trends, tutorials, unboxing and swatches.
Podcast
In the “What do I know about…”
podcast, Josephine and Esther ask
experts, to find answers to all the What
do I know about-questions from our tar-
get audience. In the latest “Sex
podcast”, Mandy Woelkens talks to
various people about everything sex.
Cosmo Classes
An offline event with the Cosmo fan. From
beauty workshops to learning how to invest.What are we doing in 2021?
Consciousness Friendship & Love Work & Money Beauty
All About E-course Digital shopping event
Consciousness-podcast Sleepover event productivity Gifting/holidays
incl. partner
Beauty
breakfast
(B2B)
E-course Carreer podcast
incl. partner Summer book incl. partner Winter book
Lets Talk
About-podcast
Review Review Review
Room Room TikTok Room
Target audience- Beauty
Campaign awards
research
2021
Q1 Q2 Q3 Q4YOUR GUIDE
TO BEAUTY,
LOVE & LIFE
NADINE WELLING
Brand Manager Cosmopolitan
c-nadine.welling@hearst.nl
EMILIE ZANDHUIS
Brand Coordinator Cosmopolitan
emilie.zandhuis@hearst.nlYou can also read
