Case study
Campaign Storytelling on the Charlotte Tilbury App
Bringing beauty campaigns to life as immersive, exclusive app experiences
- Role
- Product Design Lead
- Year
- 2023 — Now
- Team
- App squad, Brand, Content, Engineering
- Focus
- Mobile App, Content Design, Brand
Overview
Rather than adapting web campaigns for mobile, we created immersive, cohesive and shoppable experiences that bring together story, imagery, video, artistry and product discovery.
The problem
Campaigns were designed primarily for web and adapted for the app, meaning the storytelling often lost impact on mobile. Customers had limited opportunities to move seamlessly from inspiration to product discovery, education and purchase.
The opportunity
We wanted to test whether the app could become a destination for exclusive, immersive campaign experiences — giving customers a richer way to discover and shop Charlotte Tilbury.
Discovery and benchmarking
I reviewed how leading beauty, fashion and sports apps moved customers between editorial storytelling, campaign moments and commerce. The benchmark helped define a direction that felt immersive without losing clear routes into discovery and shopping.
Defining the use cases
I broke down the potential uses for campaign landing pages to make sure the framework could flex across different stories, launches and commercial moments.
Marketing moments
Seasonal stories and key trading moments
New product launches
Education, inspiration and shoppable discovery
Partnerships
Distinctive shared stories in one cohesive experience
Immersive content
Editorial, artistry, services and campaign experiences
Wireframing the experience
I mapped the landing page using existing app components first, then identified the new modules needed to connect campaign storytelling with product and service discovery.
Existing components
Product cards · carousels · editorial cards · services
New components
Campaign hero · video · content modules
The final experience
The bridal campaign brings the story, looks, expert services, editorial content and shoppable products together in one connected app destination.
Refining the experience with Engineering
Working with Engineering, I broke the concept into independently managed modules, surfaced implementation questions and refined the system from a campaign idea into a buildable experience.
Campaign card
Entry point from Breaking Beauty News into the campaign page
Campaign video
An immersive introduction to the story, mood and beauty look
Campaign content
Short-form context supporting shopping and exploration
Category carousel
A clear route from inspiration into relevant categories
Editorial section
A visual pause that reinforces campaign mood and story
Shoppable carousel
Curated products with a shorter path to purchase
The agreed system allowed each module to be added, removed, reordered and published independently in the CMS.
Current status
This experience is still in build and is not yet live, so performance results are not currently available.