Case Study

Bringing the glamour with Charlotte Tilbury

Launching an exciting new product range with an inspirational pop-up experiential tour!

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The results:


Cities visited


Live activation days


in-store sales recored


makeovers done

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The challenge:

Charlotte Tilbury is currently the number 1 makeup artist in the UK. However, brand awareness doesn’t reflect this amazing and prestigious accolade! The launch of Charlotte’s “Hollywood” range gave us the perfect platform to change that, making more and more consumers aware of the brilliantness of the new range.

iD was challenged to boost the launch of the new range, giving an additional share of voice, awareness and footfall generation to nearby stores and concessions

What we did:

We created the “Hollywood Secrets” tourable pop-up, designed to give consumers the chance to experience their own version of Hollywood glamour!

Climbing on board our tourable pop-up experience, consumers met an expert makeup artist who gave them a full makeover, using Charlotte Tilbury products and giving them “red carpet Makeup & Skincare Secrets made easy.”

Consumers were treated to the full VIP experience, from canapes and champagne on arrival, right the way through to a full-on Hollywood-style red carpet photoshoot that was broadcast on digital screens!

In addition, we made sure the event was captured via digital and social channels to increase awareness and scale of the activation!

We also offered coupons for nearby stores and concessions to drive footfall and purchases.

Welcome to the Hollywood experience

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