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Thanks to its association with A-listers like Kim Kardashian, Amal Clooney and Miranda Kerr, newly acquired beauty label Charlotte Tilbury has long appealed to millennials. Now, it is setting its sights on Gen Z.The makeup and skin-care brand teamed up with top beauty TikTok influencer Abby Roberts for an organic video campaign posted on Sunday to both Charlotte Tilbury’s and Roberts’ TikTok accounts. Known for its ability to drive social buzz among the Instagram generation since its founding in 2013, Charlotte Tilbury was acquired by Puig in June this year and is estimated to have a value of $1.2 billion. Now, the brand is strategizing to reach the next twenty-something audience through TikTok influencers.
“We’ve always been a digital-first company; it’s part of our brand DNA,” said the brand’s founder Charlotte Tilbury via email. “I’ve always believed it is essential for us to have an active presence across all channels; each has its own specialities and attracts its own unique audiences that we want to engage with.” The brand posted its first video on its TikTok account in March of this year.
“Social media channels are also huge outlets for trend starting and trend setting,” said …
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