OVERVIEW
Charlotte Tilbury’s Plumpgasm was more than just a product launch, it was a full-sensory campaign moment designed to make a statement in the saturated lip category. As Lead Digital Designer, I was responsible for driving the creative direction across all digital touch points, ensuring a cohesive, elevated experience from teaser to post-launch.
Charlotte Tilbury’s Plumpgasm was more than just a product launch, it was a full-sensory campaign moment designed to make a statement in the saturated lip category. As Lead Digital Designer, I was responsible for driving the creative direction across all digital touch points, ensuring a cohesive, elevated experience from teaser to post-launch.
This was a brand-led campaign designed to capture attention, ignite conversation, and create an emotional connection with the customer all while delivering a strong commercial return.
OBJECTIVES
• Create visual impact with a bold, luxurious campaign aesthetic that expressed the product’s sensorial appeal and brand DNA.
• Unify creative across channels from e-commerce and email to paid media and mobile for a 360, on-brand experience.
• Drive engagement and conversion through smart UX, motion, and storytelling.
• Ensure accessibility and performance without sacrificing design integrity.
• Create visual impact with a bold, luxurious campaign aesthetic that expressed the product’s sensorial appeal and brand DNA.
• Unify creative across channels from e-commerce and email to paid media and mobile for a 360, on-brand experience.
• Drive engagement and conversion through smart UX, motion, and storytelling.
• Ensure accessibility and performance without sacrificing design integrity.
MY ROLE AND APPROACH
Creative Direction
• Defined the visual identity of the campaign from a digital perspective translating the global creative into a scalable digital system.
• Defined the visual identity of the campaign from a digital perspective translating the global creative into a scalable digital system.
• Created a 360 hero campaign on charlottetilbury.com, email and app that featured interactive storytelling, layered motion, and product education tied to emotional payoff.
Including all major campaign assets across:
• Homepage hero banners
• Email marketing (Tease, launch sequence + product education)
• PDP refresh
• Paid media (static)
• Mobile-specific formats and optimisations
• Homepage hero banners
• Email marketing (Tease, launch sequence + product education)
• PDP refresh
• Paid media (static)
• Mobile-specific formats and optimisations
Worked closely with marketing and performance teams to ensure designs adapted effectively across retail, CRM, and acquisition touchpoints.
Collaboration & Execution
• Ran creative sprints and design critiques with cross-functional teams.
• Partnered with development to implement motion assets with performance and accessibility top-of-mind.
• Maintained design integrity across localisation for key global markets.
• Ran creative sprints and design critiques with cross-functional teams.
• Partnered with development to implement motion assets with performance and accessibility top-of-mind.
• Maintained design integrity across localisation for key global markets.
IMPACT & RESULTS
• +38% uplift in click-through rate on launch emails vs. benchmark
• Fastest-selling lip product launch of the year at Charlotte Tilbury
• High engagement on the digital campaign hub (avg. 1.7 min time-on-page)
• Praised by global stakeholders for bringing the brand’s energy and luxury feel into the digital experience
