Charlotte Tilbury launches ‘years in the making’ app

By Julia Wray | Published: 13-Jun-2023

The immersive app follows the brand’s embracing of metaverse experiences and esports marketing

Charlotte Tilbury Beauty has enhanced its digital offer with the launch of its first app.

The interactive platform claims to match the make-up entrepreneur’s artistry expertise with best-in-class artificial intelligence.

“This has been years in the making,” said Tilbury, adding that “the tech has finally caught up with my vision to make easy beauty”.

“It’s powered by my years of expertise and my unique artistry algorithm, backed by data science and customer insight,” she continued.

“Our goal has always been for our community to feel like they are engaging 1-2-1 with Charlotte, because there is nothing quite like experiencing her energy and her expertise first-hand,” said Corinne Suchy, Chief Growth and Technology Officer at Charlotte Tilbury Beauty.

“We want to reach those customers around the world, of all ages, genders and backgrounds, who haven’t felt that professional make-up artistry or expert skin care advice is accessible to them.”

The app provides users with a personalised beauty wardrobe, offering shade matches tailored to skin tone and a bespoke skin routine in under 60 seconds.

It also includes how-to tutorials and application tricks, encompassing app-only content, in addition to red carpet content and behind the scenes footage, letting people shop the products to create looks at home.

As well as on-the-go shopping, the brand said app users will receive first access to shop new products and that there will be app-only ‘drops’.

Confidence-building affirmations to speak positivity and confidence are also included.  

Charlotte Tilbury Beauty is well-known for embracing digital breakthroughs.

In 2021, the brand began experimenting with gaming and esports marketing, partnering with esports festival Girl Gamer on a series of sponsored digital activations, masterclasses and gaming events

The same year, for the holiday season, Charlotte Tilbury Beauty launched Charlotte’s Virtual Beauty Gifting Wonderland, a metaverse store created with ecommerce platform Obsess.

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