Charlotte Tilbury was mentioned in L2’s Beauty U.K. report as an indie brand challenging traditional distribution channels and capitalizing on young, affluent customers. Ranked 13th and Gifted in L2’s Beauty U.K. Index, Charlotte Tilbury displays best practices that can be replicated to increase effectiveness of digital assets.

Sell looks, not products: One of the features of the Charlotte Tilbury site is a wheel of fortune, where users can choose a look or select to “spin the wheel” to be surprised by one. Each picture on the wheel comes with a video tutorial and a shoppable list of products used to achieve it. Surrounding the wheel are pictures that link to Charlotte Tilbury’s Pinterest page.


Use your users: Charlotte Tilbury has a page dedicated to user-generated content titled “Tag Your Tilbury” and filled with user photos tagged with #charlottetilbury. The brand takes full advantage of these submissions by linking them to photographed products.


Target users by their concerns: Charlotte Tilbury’s runs a small mobile campaign compared to larger brands like Olay. In the past six months, Charlotte Tilbury mobile ads appeared on eight websites in the U.K. while Olay published each campaign on 179 websites on average. However, the indie brand is leveraging its smaller budget with effective targeting. Charlotte Tilbury has produced specific campaigns for each skincare need (e.g. pigmentation, tired and dry skin, visible pores, spots, acne) and ran them on sites dedicated to those health concerns. Ads link to products and tutorials relevant to those concerns.




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