The Audience and the Challenge:
Charlotte Tilbury's brand aesthetics align perfectly with Disney's universe, inspiring their audience to embrace their dreams and pursue them. The creative storytelling portrays Charlotte as she gazes out her window, looking over the rooftops of London. Suddenly, Tinkerbell appears and sprinkles her with magic, allowing Charlotte to fly and share the magic with others - just like her product message.
It's worth mentioning the diverse audience that Charlotte has chosen to represent. Her three female stars are depicted performing their daily tasks, with Charlotte appearing above them to share the magic. This appeals to women aged 25 and over, who want to make their daily lives memorable.
Based on Marty Neymier, who places the audience at the centre of the experience, the audience is encouraged to join in and shape the brand experience as they see fit. They are not just buyers, but active participants.
The hand-drawn animation, which is reminiscent of classic Disney illustrators, is what makes Charlotte Tilbury's brand campaign stand out from the saturated cosmetic industry. It catches the viewer's attention and draws them in, creating an emotional connection with the brand.
According to Marty Neumier's design diagram, the emotion stage of the brand experience drives the user to try the product, which is the middle pillar for the user to reach the ideology stage and build a sense of belonging to the brand.
Objectives and Solutions:
I don't have access to Charlotte Tilbury's specific goals and methodology, but here is one reason I have come up with: they combined Charlotte Tilbury's ten years of brand experience with Disney's 100 years of experience.
Charlotte Tilbury's main store is "Beauty Wonderland", and Peter Pan is one of the entrepreneur's favourite movies.
Using these elements, they created a celebration that tells a story and incorporates the audience's unique qualities and the magic of Charlotte Tilbury's products. In this way, the audience becomes the driving force behind the brand's message.
Charlotte Tilbury's brand aesthetics align perfectly with Disney's universe, inspiring their audience to embrace their dreams and pursue them. The creative storytelling portrays Charlotte as she gazes out her window, looking over the rooftops of London. Suddenly, Tinkerbell appears and sprinkles her with magic, allowing Charlotte to fly and share the magic with others - just like her product message.
It's worth mentioning the diverse audience that Charlotte has chosen to represent. Her three female stars are depicted performing their daily tasks, with Charlotte appearing above them to share the magic. This appeals to women aged 25 and over, who want to make their daily lives memorable.
Based on Marty Neymier, who places the audience at the centre of the experience, the audience is encouraged to join in and shape the brand experience as they see fit. They are not just buyers, but active participants.
The hand-drawn animation, which is reminiscent of classic Disney illustrators, is what makes Charlotte Tilbury's brand campaign stand out from the saturated cosmetic industry. It catches the viewer's attention and draws them in, creating an emotional connection with the brand.
According to Marty Neumier's design diagram, the emotion stage of the brand experience drives the user to try the product, which is the middle pillar for the user to reach the ideology stage and build a sense of belonging to the brand.
Objectives and Solutions:
I don't have access to Charlotte Tilbury's specific goals and methodology, but here is one reason I have come up with: they combined Charlotte Tilbury's ten years of brand experience with Disney's 100 years of experience.
Charlotte Tilbury's main store is "Beauty Wonderland", and Peter Pan is one of the entrepreneur's favourite movies.
Using these elements, they created a celebration that tells a story and incorporates the audience's unique qualities and the magic of Charlotte Tilbury's products. In this way, the audience becomes the driving force behind the brand's message.