Modernizing Cosmopolitan: Brand Evolution and Engagement

We held a live recording of The Rebooting Show from the Hearst House in Cannes. I spoke to 

Cosmopolitan editor-in-chief Willa Bennett and Hearst global CRO Lisa Howard about how Cosmo is evolving from a magazine and website into a multiplatform brand that aims to establish itself with a new generation as its guide to love and relationships. In this phase, a brand like Cosmo’s social handles on Instagram (4 million followers) and TikTok (890k followers) are just as important as the print magazine, which is now published quarterly.

The days of “50 Ways to Drive him WILD in Bed” are long gone. It’s taking a more nuanced view of love and relationships with projects like the video series Blind Date and Cosmo Sports, a new franchise spotlighting women athletes. We also discussed doing more with less, how Cosmo’s next phase is more about creating IP, custom projects like the resale collab with DePop and events like its partnership with Bumble for the Valentine’s Day Love Ball.