THE WHAT? Coty and People magazine are partnering for a live beauty event, set to take place on May 19, featuring actress Lili Reinhart.

THE DETAILS The event is part of a three-day digital social shopping experience, which will take place on People’s website, with products available at Ulta Beauty.

The live, interactive beauty program kicks off at noon and features three themed segments hosted by People’s Style & Beauty Director, Andrea Lavinthal. Attendees will be privy to tips and tricks via easy to follow product demonstrations for Coty’s Covergirl and Sally Hansen brands.

“The number of social shopping consumers in the US rose more than 25 percent in 2020 due to the pandemic and will grow even more this year,” said Carey Witmer, EVP/Group Publisher, Meredith. “This is the perfect time for Meredith’s first foray into social shopping, which leverages the full multi-platform power of the PEOPLE brand with the expertise of Coty in makeup, skincare and nailcare.”

THE WHY? Kevin Shapiro, SVP US Marketing, Coty Consumer Beauty shared, “With 800 million people watching Instagram & Facebook Lives daily and 32 percent of consumers spending more time online shopping, Coty is thrilled to partner with People to expand on our social shopping initiatives and meet our consumers where they are the most. Live events bring our brands into the hands of consumers, creating a unique experience for fans and newcomers to participate in exclusive conversations with some of our favorite brand advocates in real time.”