How do you launch a product that’s already iconic in the founder’s hands? We built a world where old-school allure met modern accessibility. Inspired by Hollywood’s golden age and the product’s radiant benefits, we crafted a campaign that was part backstage pass, part red carpet moment.
Directed by Alice Kong and shot by DOP Edward Gibbs, with muse Lily James leading the charge. Our set was pure Hollywood—vanity mirrors, soft spotlights, and textured glow everywhere. We focused on texture, light, and movement, capturing glow in motion across faces, skin tones, and camera angles.
The tone? This wasn’t glitter. This was glamour. Each shot showed the product’s blendability and transformative glow, reimagining red carpet moments for every beauty lover.
Hollywood Highlighter became the fastest-selling product in Charlotte Tilbury history. With global retail waitlists, rapid sell-through, and press features in Vogue, Allure, Elle, and beyond, this campaign didn’t just launch a highlighter—it created a cultural phenomenon.
The campaign came to life across social platforms through a blend of product CGI, Charlotte-to-camera storytelling, and tutorial content featuring our stars—all shot with the same Hollywood-quality production as the hero TVC. This created a consistent, high-glamour look that elevated the product beyond the screen and into every swipe.