Charlotte Tilbury - Hollywood Highlighter
From red carpet secret to modern obsession.
HOW do you launch a product that’s already iconic in the founder’s hands?
We built a campaign that was equal parts allure and accessibility — honouring the golden age of glamour while making it feel swipeable, wearable, and wildly wanted.
Role: Campaign Director & Head of Creative (in-house)
The Mood - Old meets New
We started with Hollywood’s golden age and the inspiration of the product’s benefits — then built it into a world. The campaign starred Lily James in a world of soft spotlights, vanity mirrors and red carpet moments.
This wasn’t glitter. This was glamour. We focused on texture, light movement, and blendability in every shot — showing glow in motion across faces, skin tones, and camera angles.
The Message — star power for all
The narrative was simple: this was Charlotte’s backstage secret, now available to everyone. We amplified red carpet cues — glow as empowerment, not just event makeup.
Results
Fastest-selling highlighter in Charlotte Tilbury history
Featured in Vogue, Allure, Elle, and international press
Global retail waitlists and rapid sell-through
One product sold every minute, worldwide