The Valley Group

Behind the magic: Charlotte Tilbury

May 18, 2023

Global beauty brand Charlotte Tilbury is a phenomenon. Since opening her first physical store in Covent Garden in 2015, the brand has grown to become the number 1 make up brand in the UK. Amassing a huge social media following through sharing celebrity make up secrets, the brand’s old Hollywood glamour aesthetic is instantly recognisable. We take a look at how the brand achieves rare success in both digital and physical spaces, taking lessons on how to drive customers into store…and how to create a crowd.

A beauty wonderland

Charlotte Tilbury stores are simply bursting with ‘WOW’ factor, giving shoppers a taste of the A list experience. From decadent chandeliers, lavish mirrors, to opulent red and gold fixtures, the recently opened Liverpool store is an Instagrammable haven. But behind its beauty is a genius approach to storytelling, each physical footprint delivering a halo effect across channels in particular online and strategic accounts.

Communication throughout the store is focussed on results and how the product will make you feel, driven through emotive language with product information delivered in a way which is easy to consume, whilst all the time driving multi purchase through make up ‘wardrobes’ and ‘confidence building’ kits.

Expert retail artists offer complimentary services, private make up consultations alongside tailored appointments and group bookings, offering access to industry leading shade matching and skin- analysis.

Mirrors are surrounded by selfie flattering LED lighting, whilst the businesses cash cow ‘pillow talk’ range is defined through a quilted panelling effect- creating stand out to the shopper, the brand effect makes you leave the store feeling a million dollars. With multiple products, ranges and colours, here is a lesson on how to achieve cohesion, aspiration and make killer impact.

Be everywhere, at once

As the world of digital marketing becomes more congested and less effective, more brands are harnessing the power of premium OOH sites to drive footfall into store.

Focussing on sites in close proximity to retailers with impactful brand imagery and store location information is a successful way to disrupt shopper journeys whilst raising brand visibility. By going one step further and localising content with product and trend data driven from sales delivers a campaign with meaning.

Making crowds

How to create brand heat? Park a double decker bus in the heart of the action. The only brand to take advantage of high footfall traffic from the nearby Eurovision village, by taking the Charlotte Tilbury experience to them. Partnering with John Lewis, the huge ‘Pillow Talk’ branded double decker bus parked next to the landmark Eurovision Liverpool sign had shoppers queuing up to shop the range, whilst offering touch ups alongside complimentary ‘glow and go’ treatments available in-store. Throughout the shopper journey the brand is visible, using mechanics to pull shoppers into store keeping the focus firmly on customer satisfaction and experience.

A great experience, everywhere

One of the challenges brands often face is delivering consistency and compliance outside of their own retail estate. By creating displays which are easy to maintain and built for longevity makes it easier for store staff to update and protect the brands investment. John Lewis display counters offer an extension of the stores Hollywood glamour experience, but with a focus on make-up wardrobes, simple skincare steps and before and after photography, the display is delivering a lot of the communication and guidance to shoppers without the reliance of store staff support. With self-serve gift boxes ready to purchase here we see another masterclass in retail from the brand.

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