We can all use some extra magic in our skincare routine.
Charlotte Tilbury’s original Magic Cream is a cult-favorite moisturizer. To cater to her audience wanting a fragrance-free and oily-skin-friendly version, Charlotte recently launched her new Magic Water Cream.
A water-based moisturizer that instantly leaves the skin with a dewy, glass-like finish, the Magic Water Cream seeps right in and works well under makeup.
The application videos springing up online already have us sold! It gives an incredible glow.
As part of Charlotte Tilbury’s go-to-market strategy, the brand sent influencers a PR box with the campaign tagline: “Darlings, Your Skin is Thirsty!”
The PR package included an empty water bottle recipients were to fill and drench the inside of the box with for the full reveal — super innovative!
Charlotte Tilbury also held an event in the UK in collaboration with John Lewis, complete with floor-to-ceiling posters, gifting, and makeovers. Charlotte also spoke on a panel called “The Magic of Skin Confidence.”
Content on the brand’s socials focused on the difference between the original and new Magic Cream, as well as the refillable packaging and patented hydration-locking technology.
Charlotte was also featured in a series of TikTok ads (up on the brand’s page) where she and a model pose as mermaids. The shoot seems a bit cheesy — the brand purposely made the set feel amateurish (like the kids in your neighborhood put it together). It’s an interesting attempt to authentically engage with viewers on the platform that likes keeping things real.
Overall, we think this moisturizer is the perfect addition to Charlotte’s magic collection.
What are your thoughts on how Charlotte and the team went to market with the Magic Water Cream?
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