Brand: Charlotte Tilbury
Campaign: Content Creators / UGC — App & Beauty Tech
Key Channels: Social, Digital, App, Creator / Influencer Content
The Goal:
To drive awareness and downloads of the Charlotte Tilbury App, while increasing discovery and usage of the brand’s digital beauty tools — including Shade Finders, AR experiences such as Steps on Me, and Virtual Try On.
Alongside driving acquisition, the objective is to demonstrate how Charlotte Tilbury’s technology can make discovering, trying and shopping beauty products easier, more engaging and more personalised.
The Campaign:
Developing performance-focused creator and UGC content that brings the Charlotte Tilbury App and beauty tech ecosystem to life in an authentic, engaging and easy-to-understand way.
Content spans major brand campaigns and new product launches, dedicated App campaigns, and always-on / evergreen activity — identifying opportunities to naturally integrate App and tech features throughout the wider Charlotte Tilbury content calendar.
Working with creators allows us to demonstrate the technology through real beauty journeys: finding the perfect shade, virtually trying on products and looks, discovering new launches and showing audiences how Charlotte Tilbury's digital tools can enhance their beauty and shopping experience.
My Role:
To lead the development of creator and UGC content focused on driving App awareness, downloads and engagement with Charlotte Tilbury’s beauty tech tools.
I work across the process from identifying the content opportunity and developing briefs and creative concepts, through to working with creators on production, reviewing content and delivering final assets.
A key focus is ensuring creative is not only engaging and on-brand, but built to perform — continually applying learnings around creators, messaging, formats and calls-to-action to develop content that drives measurable acquisition and engagement.
The Result:
Creator and UGC content has become a strong-performing acquisition channel for the Charlotte Tilbury App, consistently translating creative engagement into measurable business results.
Campaigns have driven high volumes of App installs, exceeding acquisition targets while delivering strong, low CPIs, demonstrating the effectiveness of creator-led storytelling in driving both awareness and conversion.
Alongside acquisition, the work continues to increase visibility and engagement with Charlotte Tilbury’s digital beauty tools — helping position the brand at the intersection of beauty, content and technology, while creating compelling reasons for consumers to download the App and engage with the wider digital ecosystem.