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Jessica Pels, editor-in-chief, Cosmopolitan

Cosmopolitan is an expert at producing content that leads women to browse its print and digital pages alike.

And, increasingly, the Hearst Corp.-owned title’s material is being accessed by readers who are using (or at least holding) a cellphone. “That's critical, because my reader is a millennial,” Jessica Pels, editor-in-chief of Cosmopolitan, told delegates at CES 2019. “She’s a young woman who, when she has the magazine in her hand, she also has her phone in her hand.

“My goal is to bring those two things together, and to bring the magazine to life through the phone as much as possible.”

To that end, the publisher has partnered with YouCam, an augmented-reality (AR) app for cosmetics. The technology avoids the confusion of a supplemental app and, instead, allows consumers to use their smartphone camera to virtually apply make up to their faces. And it updates, in real time, as the user switches between, say, different shades of lipstick and eye shadow, or moves her head to the left or right.