Net-A-Porter launches social-first digital beauty festival

By

Sandra Halliday

Published
Jan 13, 2021

​Luxury e-tailer Net-A-Porter has this week launched a social-first, digital Beauty Festival called ‘The Beauty of You’ with plans for it to be an annual event.

The company said the festival “democratises access to the world’s most renowned beauty experts for our community of incredible women worldwide”.

Although primarily seen as a platform for fashion sales, the e-tailer has increasingly added in beauty in recent years and it now makes up an important part of its revenue.

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The multi-platform digital beauty festival will feature exclusive content including tutorials, storytelling and live events. These will be published across all its channels until January 25. Highlights will include “fully shoppable IGTV ‘Call The Expert’ social franchise, IG Live, Reels, TikTok, and one-off private events for our most loyal customers and friends of the brand”.

The experts taking part include Miranda Kerr, Charlotte Mensah, Dr Barbara Sturm, Tina Craig, Tata Harper, Marianna Hewitt, Camila Coelho, Sarah Chapman, Katie Brindle, Dr Rose Ingleton and Mali Thomas.

As many consumers globally are either stuck at home or unable to travel, the aim of the two-week-long festival is to “entertain audiences and leave our community feeling empowered, mindful and in the know – armed with all the beauty tips and tricks from the world’s top beauty insiders,” the company said.