Charlotte Tilbury

Revolutionising how women buy make-up

Charlotte Tilbury, the world’s best-known makeup artist, set out to revolutionise how women select, try, buy and wear make-up. We worked with Charlotte to create a revolutionary 360 retail brand experience, spanning online and offline, debuting in Selfridges, London.

Charlotte Tilbury midfloor make-up display unit at Selfridges London, beauty retail concept, by Household.
Sketch of Charlotte Tilbury retail footprint at Selfridges London, beauty retail concept, by Household.

Sexy, Art Deco inspired retail footprint

Women often feel intimidated when choosing make-up and even less empowered to achieve a ‘look’. This insight underpinned the design of the Charlotte Tilbury beauty experience, turning all previous beauty selling traditions upside down to put the emphasis back on to the customer and their needs.

Image of Charlotte Tilbury retail footprint at Selfridges London, beauty retail concept, by Household.

Beauty brand built
for digital

We designed a welcoming experience that physically echoes Charlotte’s make up mantra: 'easy to choose, easy to use, irresistible'. In a sexy Art Deco inspired retail footprint, customers are presented with a compelling question: 'who will you be today?' and are able to choose from key looks to help demystify.

Ipad integrated in the Charlotte Tilbury midfloor make-up display unit at Selfridges London, beauty retail concept, by Household.
Charlotte Tilbury midfloor make-up display unit at Selfridges London, beauty retail concept, by Household.
Charlotte Tilbury make-up tip for picking the best brow cream pencil, beauty retail concept, by Household.

As a brand built in the digital age, interactivity plays a key part. Each look has its own digital beacon, inviting women to play with ‘look’ palettes and view instructional videos streamed from Charlotte’s social channels on integrated iPads. Customers are immersed in the fun of make-up while being inspired and guided at every step.

Image of Charlotte Tillbury retail footprint at Selfridges London, beauty retail concept, by Household.
Image of Charlotte Tillbury retail footprint at Selfridges London, beauty retail concept, by Household.

Results

1 beauty brand, 53 awards in two years, 1000 confidence-boosting staff worldwide

and an MBE for Charlotte Tilbury