Brand Slam: Charlotte Tilbury vs Benefit

In this month's Brand Slam we pitch the experiential marketing strategies of beauty brands Charlotte Tilbury and Benefit against each other.

Beauty brands go head to head
Beauty brands go head to head

Charlotte Tilbury 

Event structure

The brand worked with studio and VR specialists Happy Finish on the launch of its debut fragrance, Scent of a Dream, and has also worked in partnership with retailers Harvey Nichols and Westfield to stage pop-ups. Agency Timebased has also worked with the brand, again to celebrate the launch of its new scent, with an event held in the Charlotte Tilbury store in Covent Garden. 

Social footprint 

@CTilburyMakeup has 148k followers, while there are 1.3m followers on Instagram and the brand's Facebook page has close to 416k likes. 

Recent campaigns

Last summer, Charlotte Tilbury created a 360-degree virtual reality (VR) experience to celebrate the launch of its debut fragrance, Scent of a Dream. Fans of the brand were able to interact with the experience in store via bespoke Scent of a Dream VR pods, exclusively in Charlotte’s Beauty Boudoir in London's Covent Garden and department store Selfridges on Oxford Street. In August, Charlotte Tilbury hosted a ten-day pop-up at Harvey Nichols' London Knightsbridge store.

Latest campaign

Last October, the brand marked the opening of a beauty boudoir at London Westfield with a series of activations, with visitors able to experience the brand's Scent of a Dream 'universe' in virtual reality chairs. The experience, devised as part of the launch for the perfume, was based on a 'dream becoming a reality' and transported viewers into outer space with model Kate Moss as their celestial guide, through glittering galaxies and undulating universes of possibilities, while experiencing the fragrance. A Hot Lips Kissing Wall was also available at the Boudoir.

Benefit 

Event structure 

Benefit has worked with a range of agencies, including The Persuaders and Devries Slam, and has partnered with other brands such as Starbucks to bring its activations to life.  

Social footprint 

@BenefitUK has 268k followers on Twitter, while @benefitcosmeticsUK has 870k Instagram followers and its Facebook page has garnered close to 6m likes. 

Recent campaigns

Benefit opened its own three-storey ship on the Thames last year, in a move designed to promote its best-selling products. Docked at Victoria Embankment in London, The Good Ship Benefit offered customers food, drinks and pampering across three decks. The activation, which lasted five months, launched in April. There were five rooms for attendees to explore, each themed around the brand’s ‘hero’ products. In March this year, Benefit Cosmetics launched a brow bar on wheels, touring the UK for three months. 

Latest campaign 

Benefit brought back its charitable initiative, the 'Bold Is Beautiful Project', with a #RaiseABrow pop-up shop in central London. The pop-up shop launched in Covent Garden on 31 March, and welcomed guests until 2 April and also visited three other cities across the UK during April, including Dublin, Manchester and Glasgow. The shop contained only pink donations, and stocked everything from clothes to candles, furniture to fragrance, books, bags and blooms, all donated from celebrities, brands, and vloggers. Guests could also enjoy brow treatments provided by an expert team of 'Benebabes'. 

Benefit used the #RaiseABrow pop-up shop and roadshow to raise money for charities Refuge and Look Good Feel Better. 

Verdict 

Event says: 

Charlotte Tilbury has created engaging experiences using VR technology in particular but with its latest Bold is Beautiful project, Benefit has shown an inventive use of experiential, giving an existing campaign a new twist. 

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