Charlotte Tilbury, the luxury cosmetics retailer, has launched what is claimed to be Westfield’s first ever interactive retail installation, to drive excitement and awareness of its new flagship store before it opens in Westfield White City later this month.
The campaign, which was created for Charlotte Tilbury by NexusEngage, is running for eight weeks in the West London shopping mall, and had been designed to drive customer excitement and footfall and to capture consumer data. Using the latest in retail technology, the two-phase campaign occupies a 127 square metre frontage of the new store location during the time the store fit is being carried out.
The installation offers a fully interactive experience allowing consumers to learn about and engage with the Charlotte Tilbury product range. Nexus Engage created two ‘magic mirrors’ for Charlotte Tilbury, which speak to passers-by encouraging them to take part in the activities. Mirror one captures consumer data by allowing them to enter a prize draw to win products each day. Mirror two invites the consumer to take part in a quiz to determine ‘their look’ from Charlotte’s revolutionary 10 looks wardrobe. The mirror then takes a photo and prints it with a golden ticket and a unique code that gives them access to a £15 Tilbury Transformation for the corresponding look, bookable via the custom-built LookBook. The idea is to encourage consumers to come back once the store is open.
Emily Bromfield, Director of Marketing and Communications at Charlotte Tilbury, says: “Charlotte Tilbury has not only revolutionized the global beauty industry, she is also a digital revolutionary. That is why we wanted to bring too life a unique, fully-immersive 3D ‘holding page’, rather than a traditional store hoarding, for the unveiling of our new Westfield Beauty Boudoir. It not only functions as an awareness building billboard but it also enables us to start a conversation with our future Westfield customer by capturing their personal details and engage them in a quick and fun makeup lottery game. As Charlotte always says, ‘You have to be IN it to WIN it!’: Our brand is about empowering women to achieve their makeup destiny. Nexus Engage created and implemented a bold and exciting campaign that has really helped us to achieve those objectives.”
Simon Ellson, CEO at NexusEngage, adds: “Using this space during a store fit is perfect for those looking to raise brand awareness and reach a targeted audience who may not be familiar with their products and services.”