Charlotte Tilbury and her team are true innovators: her brand has been a game changer in the beauty industry. She capitalised brilliantly on her celebrity contacts, using them to give credibility to her products, and then she harnessed the power of social media to reach a wide audience.
Her how-to videos are mini masterclasses, showing the transforming power of her products and techniques in an accessible way. They are quick, easy to follow and always beautifully shot.
It’s no surprise then that she (and her PR team at Beauty Seen) are a leading the way in virtual events. Today is a Zoom webinar to launch her new serum. They’ve recruited two intriguing guests: dermatologist and author of The Skincare Bible Dr Anjali Mahto, and Georgia Louise, a NY/LA facialist with a seriously A-list clientele. (Charlotte’s first stop on trips to Hollywood apparently).
It’s hard to persuade journalists to attend an online event. I think we fear they will be too dry, too draining, too time consuming. But the power of Charlotte’s personality and the strength of the brand together with the interesting guests means I’ll be logging on…