Charlotte Tilbury's Iconic
China Market Entry
We launched Charlotte Tilbury into China, serving as the digital agency of record.
We led the brand’s market entry strategy, building an O2O ecosystem with hundreds of well curated,
and highly effective KOLs and celebrities whilst managing the brands social media channels
(WeChat, Weibo and Little Red Book). This strategic approach elevated Charlotte Tilbury
into one of the top make-up brands in China.
First Celebrity Deal.
We secured and managed Charlotte Tilbury’s first Chinese celebrity collaboration, partnering with award-winning actress Sandra Ma. Her profile aligned seamlessly with the brand’s mission and connected powerfully with its target audience. The campaign showcased two iconic looks from the record-breaking Pillow Talk collection, brought to life through film, photography and a high-impact Tmall livestream. This milestone activation cemented Charlotte Tilbury’s cultural relevance in China and set the stage for sustained growth.
Digital Innovation for Customer Engagement.
We continually introduced new innovations to deepen customer engagement. For Charlotte Tilbury’s holiday collection, we designed and built an interactive H5 game where players collected falling brand charms to boost their scores and climb a live leaderboard. The campaign generated over 55,000 plays in just six weeks, creating a playful and shareable way for consumers to connect with the brand.
A New Face for
Beauty in China.
We shaped Charlotte Tilbury’s arrival with campaigns that were bold, modern and culturally attuned. Through stars, stories and digital play, we transformed brand discovery into an immersive experience — making beauty not just seen, but felt.
Results.
- A Market Leader
Charlotte Tilbury quickly established itself as a market leader among founder-led makeup brands in China, setting the benchmark for successful entry and growth.
- Celebrity & KOL Power
From the first Chinese celebrity campaign with Sandra Ma to ongoing KOL collaborations and UGC activations, curated influence drove mass awareness and deep engagement.
- Always On Impact
Five years as agency of record delivered sustained growth across social, e-commerce, and media, positioning Charlotte Tilbury as both an aspirational name and a category leader in China’s beauty landscape.