Brand Evaluation

Charlotte Tilbury cosmetics, a brand for the people, with a line of products designed and marketing in a way to empower women and is dedicated  to ensuring every woman feels beautiful in a few easy steps. Charlotte herself, has empowered her customers through her strong opinion that every woman should wear make up, and that make up makes a woman shine. Charlotte, being an amazing, award winning make up artist herself, has poured her heart, soul and many years of industry knowledge into a range of make up and skin care products, which have taken the beauty industry by storm and has exceeded beyond expectation is such a short time frame.

There is only one con I can passionately talk about with regards to Charlotte Tilbury, although not the most expensive brand in the UK market, Charlotte prides herself on her products being easily achievable beauty for women, and her brand's DNA is that her products are for every woman, which is contradicted by today’s society struggling with money. Charlotte’s place in the market means her counters are in department stores such as John Lewis, House of Frazer and Selfridges, all well known for their high end, luxury brands, brands that have a huge increase in price as opposed to high street stores and brands, and quite rightly. Luxury brands have better designed, packaged and benefits as opposed to high street brands, so it is only right that the price is slightly steeper, and in Charlotte's case, much steeper. The kits that are designed for ease cost around £200, a hefty price tag for ‘every woman’. Although sales are booming, this limits sales in a way and contradicts the brand’s DNA slightly, although you can’t always please everyone.

On to some of the pros to my brand. Charlotte employs some great people on her counters. Staff are well presented, groomed and polite and do nothing more than helping every person to the highest standard which is such a great thing to see, especially in Birmingham Selfridges. Charlotte’s brand is advertised and marketed in a specific way, it almost feels magical, which is one of the main reasons I love the brand personally. For me, the products have to be great, which is pretty obvious but I also look to brands for packaging, colours, presentation and base my purchases on this. Charlotte’s packaging is out of this world, she has the best packaging in the UK beauty market by far and the colours and presentation of her counters and packaging also make her brand desirable to me. The rose gold and purple colours pop and give me such a buzz (sad, i know)

Not one to just sell products, Charlotte has created many avenues for her customers. The first being #TAGYOURTILBURY, a hashtag for social media, which enables customers to snap a picture of their purchases and upload them, many of which come onto her wesbite. The next is blogging, Charlotte has a greatly advertised blog on her cosmetic website, which helps people follow her life as a working make up artist. The next aspect, which is huge is her tutorial videos on YouTube, special occasion, day looks, night looks and much more are all shown step by step online to help customers use their products correctly. More recently, I have noticed Charlotte commenting on instagram posts asking for permission to use certain images on her own social media sites and much more, which I also think is a great thing, as she is interacting with her customers.