Charlotte Tilbury: Global recognition

How we launched Charlotte Tilbury’s affiliate programme in North America and boosted sales by thousands of pounds

For those with only 30 seconds, this is what we achieved

In three months, we:

  • Increased affiliate channel revenue by 35%
  • Increased order active affiliates by 44%
  • Increased click active affiliates by 58%
  • Increased impressions by 50%, improving brand reach

The client and their goals

Client: Charlotte Tilbury

Industry: Beauty

Territory focus: North America

Target customers: Women interested in luxury beauty products who have disposable income

Kate Moss. Kim Kardashian. Gigi Hadid. Cara Delevigne. Just a few of the superstars that world-renowned makeup artist, Charlotte Tilbury has worked with over the years.

The brand has never been one to shy away from the power of digital content, with Charlotte herself posting make-up tutorials on YouTube since 2012.

At Charlotte Tilbury, they understand that their target customer is looking for more than just a red lipstick or a shimmering eyeshadow – she wants tutorials, she wants visuals, she wants an overall brand experience.

After immense success in the UK, Charlotte Tilbury went stateside.

Having successfully launched and progressed the brand’s UK affiliate programme, the Silverbean team initially commenced a three month consultancy campaign in North America. To achieve our ambitious initial targets, we needed to provide a proactive approach to campaign management in partnership with our expert market knowledge.

So, what did we do?

To hit the ground running, we reviewed the affiliate programme and strategised ways to boost revenue sustainably in order to meet the business target revenue increase. At its core, the programme needed a wide and varied affiliate mix. This would ensure that Charlotte Tilbury wasn’t relying too heavily on one part of the affiliate partner funnel. We also focused our attention on improving the number of click and order active affiliates on the programme, which would help us to drive significant revenue growth.

We also needed to ensure key product launches and collections were promoted at the right time – and by the right affiliates and influencers. This required in-depth knowledge of the channel and the different types of publisher, and attention to detail when hand-selecting the affiliates chosen to take part in launches. The objectives posed us an exciting challenge, and one we were more than ready to take on!

To begin with, we looked to expand the affiliate mix, recruiting key affiliates and publishers relevant to the client and the beauty sector. We also introduced the Silverbean Influencer and Blogger Outreach service to the client:

We developed an outreach plan for bloggers, which was approved by the Charlotte Tilbury marketing team. Upon launch, we gifted key affiliates, which allowed us to either re-engage publishers with the brand or recruit new publishers to the programme. The gifts included newly-launched lines, as well as core hero products such as the bestselling Pillow Talk lipstick. We built a whole campaign around the Charlotte Tilbury Advent Calendar too, which created a real buzz on Instagram.

This was one of several ‘quick win’ opportunities that team Silverbean used to drive the affiliate programme forward, quickly, but while also adding significant long-term value. 

In addition, we focused on specific fashion aggregator sites, where we negotiated CPA increases in exchange for more exposure. This enabled us to grow brand awareness while increasing revenue from the elevated exposure. We also worked with third party networks; ensuring the recruitment of publishers using this form of technology was fully optimised. 

What outcomes did we achieve?

We established a mature, broad mix of affiliate partners and influencers for Charlotte Tilbury’s programme in North America. Our targeted approach and strategic recruitment of key new publishers led to a 35% uplift in programme revenue for the brand, as well as a 44% increase in order active affiliates and a 58% increase in click active affiliates. We also achieved a 50% increase in impressions, improving the brand’s reach – and brand awareness – in the territory. 

This formed an extremely strong foundation from which the programme could continue to grow and drive further revenue for Charlotte Tilbury in North America.

What did the Charlotte Tilbury team have to say?

Silverbean has been a strong partner, significantly expanding our program and taking a proactive approach to communication. Overall, they are a pleasure to work with.

Liz Fredrickson, Senior Manager of Ecommerce and Digital – North America

If you are inspired by this case study and aren’t getting the most from your current affiliate programme, book your free affiliate programme audit.

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