Digital Marketing Campaign Plan for Charlotte Tilbury (June–August 2025)

                                                                                                              Figure 1: Company Logo

                                                                                     Source: (Charlotte Tilbury, 2025), 

MAIN BODY

OBJECTIVES

The three main SMART objectives are fashioned to steer Charlotte Tilbury’s digital marketing campaign from June to August 2025 lending the RACE framework (Reach, Act, Convert, and Engage) and 5Ss model (Sell, Speak, Serve, Save, Sizzle). They are also specific, measurable, achievable, relevant and time bound, which means a focused and effective strategy.

• Increase Website Traffic by 15% (Reach, Speak)

By August 2025, grow the monthly website visits from 2.283 million to 2.625 million. Google analytics indicates this is measured, by there enhanced SEO and social media efforts given the 40.81% YouTube traffic from the brand. An idea to grow from 15% to 30% in 3 months is relevant to expand visibility in the $580 billion beauty market growing up to 6% annually.

• Reduce Bounce Rate by 10% (Act, Sizzle)

                                                                              Figure 2: Digital Competitor Analysis [Engagement]

                                                               Source: (Burnett and Lisk, 2021), https://www.doi.org/10.4324/9781003142492-9

                                                                                   Figure 3: Digital Presence Analysis [Channel Overview]

                                                                                                                Source: Self Made

By August 2025, reduce the bounce rate from 47.28% to 42.55%. In fact, this increases user engagements that can be achieved with optimized landing pages and AI personalization. A 10% reduction is relevant to close the gap to competitors and compared to the 44.04% industry average is significant in improving experience.

• Boost Retention by 20% (Engage, Serve)

By August 2025, increase the repeat purchase rate by 20% through CRM data. Relevant to loyalty in a competitive market, it’s achievable through personalized emails and rewards (Rane et al., 2023). This focus makes sense based on data that loyal customers spend 67% more.

Data is used in these objectives to transform digital gaps into advantages in the market.

Strategy

Charlotte Tilbury’s primary demographic is urban, high income women between the ages of 25 and older in the UK, USA, and Europe, who spend €110.9 billion on the beauty market as a whole, which is growing in the rate of 3.35% every year (SimilarWeb, 2025). Hence, this demographic values quality and personalisation driving the $54.9 billion luxury cosmetics segment.

Sophia, a 30 years old urban professional, is the buyer persona looking for high quality, exclusive and also tech driven experiences such as shade matching with the help of AI. She follows influencers but worries about shade range and price, but invests in value luxury. Based on the 6Cs framework, the online value proposition (OVP) also includes the following:

• Content: Engaging tutorials to inspire (Madhani, 2021).
• Customization: AI for personalized recommendations.
• Community: #TilburyTakeover for loyalty.
• Convenience: Multi-channel access via e-commerce and Sephora.
• Choice: Diverse products addressing inclusivity (Trkulja et al., 2024).
• CostReduction: Rewards enhancing value.

Table 1: 6Cs Framework

Source: Self Made

The TOPPP SITE framework guides the approach:

Table 2: TOPPP SITE Analysis

Source: Self Made

• Target: Women 25+, urban, high-income.
• Objectives: Increase traffic by 15% (to 2.625 million visits), reduce bounce rate by 10% (to 42.55%), and boost retention by 20%.
• Positioning: Premium brand with quality and AI innovation.
• Processes: AI personalization, data analytics.
• Partnerships: Influencers (e.g., Huda Kattan), Sephora.
• Sequence: June (awareness), July (engagement), August (retention).
• Integration: Seamless website, social media, email, and retail.
• TacticalTools: SEO, social media, email, PPC, AI tools.

The Charlotte Tilbury team has leveraged their vast AI amount and their influencer reach in this way to fix a 47.28% bounce rate and shade line issues. As 70% of US consumers grade in terms of luxury cosmetics quality and 38.4% on beauty revenue through online sales, the campaign delivers a personalized, integrated way to generate engagement and create loyalty.

Tactics

Charlotte Tilbury’s use of digital marketing tactics follows the RACE framework (Reach, Assess, Convert, Engage) through the use of the advertisements and data driven actions (Sestino et al., 2023).

                                                  Figure 4: Social Medial Poster Mock-Up

                                                               Source: Self Made

• Reach: SEO and Social Media

SEO will also focus on keywords related to boosting website traffic by 15%, such as 'luxury makeup' (100k monthly searches, 0.5 competition) and 'AI shade matcher' (20k searches, 0.3 competition) by optimizing product pages and blogs. Social traffic generated will come from 40.81% of Instagram and YouTube. The #TilburyTakeover campaign will feature advertisements and content highlighting replicate luxury and tech innovation with a 10% follower increase.

• Act: AI Try-Ons and Landing Page Optimization

To reduce the bounce rate by 10% (from 47.28% down to 42.55%), AI virtual try-ons will add a layer of interactivity to the product page. The 47.28% bounce rate is above the 44.04% industry average; therefore all landing pages will have optimized CTAs and faster load times. Heat mapping will improve the user experience and 15% more sessions will be longer.

• Convert: Exclusive Bundles and Klarna Payments

The average order value will be increased by 10% with exclusive bundles (e.g., skincare sets) and a conversion bump of 5% by "buy now, pay later" option as offered by Klarna. The attractiveness of these tactics lies in the fact that the luxury cosmetics market is growing by 4.13% CAGR, which meets demand for value and flexibility.

• Engage: Personalized Emails and Rewards

The aim will be for 20% retention increase and 25% of repeat purchase rate through personalized emails that contain tailored recommendation and rewards (such as free samples). This is a key as loyal customers spend 67% more. The email poster and video will help keep the brand consistent in email campaigns (Patil, 2025).

Product Enhancement

To boost engagement and conversions, product enhancement tactics improve Charlotte Tilbury’s digital offerings, aligning with RACE’s Act/Convert and 5Ss’ Sizzle/Serve (SimilarWeb, 2025).

• AR Shade Matcher: Upgrade AI shade matcher with AR for real-time visualization, increasing session duration by 10%. Supports Act/Sizzle; leverages 21% CAGR in beauty tech (Research and Marketer, 2025).
• Mobile App Optimization: Enhance app with faster load times and in-app AR, targeting 4.5-star rating. Supports Act/Serve; 40.81% social traffic from mobile.
• Shade Inclusivity: Launch new foundation shades, promoted via #TilburyTakeover, for 5% conversion increase. Supports Convert/Serve; aligns with 6Cs’ Choice.
• Feedback Widgets: Add widgets to website/app for user suggestions, implementing 5 enhancements. Supports Engage/Serve; 70% of customers value feedback (UserTesting, 2024).

These reduce 47.28% bounce rate and drive loyalty in the $54.9B market.

Customer Support

Impact: Lowers bounce rate, supports 20% retention goal.

Actions

Implementation Overview

With a £50,000 budget, Charlotte Tilbury perfectly executes her June–August 2025 campaign to ensure impact. This #TilburyTakeover campaign is run via a dynamic 5 person internal team within the content creation, SEO optimization, email marketing, and personalized outreach. By hiring an external agency, one can improve efficiency; this external agency handles major PPC campaigns along with the integration of AI tools, providing a smooth online experience (Kundu, 2021).

                                                                       Figure 5: Roles and Responsibilities Flowchart

                                                                                            Source: Self Made

Table 3: Team Organizational Chart

Source: Self Made

Resource Allocation

Budget powers strategic growth: Huda Kattan influencer partnership costs £20,000 and raises the prestige of the brand. The traffic is amplified by PPC campaigns on Google Display Network at £15,000 on £2.50 CPC. SEO efforts of £10,000 are used to reach visibility keywords such as “luxury makeup” further extending customer retention through tailored campaigns at £5000 via Mailchimp.

Table 4: Detailed Budget Allocation

Source: Self Made

Phased Timeline

The campaign unfolds strategically: June ignites awareness with influencer launches and SEO foundations. July fuels engagement through website optimization and PPC ads. August is focused on retention, sending out personal emails to keep people engaged, and keeping up with luxury cosmetics trends to maximize impact (Bornemann, 2024).

Table 5: Gantt Chart for Project Timeline

Source: Self Made

Control

Purpose: Monitoring processes and key performance indicators (KPIs) to assess the success of Charlotte Tilbury’s campaign are defined by the control plan (Banelienė, 2021).

KPIs:

• Traffic: Measure monthly website visits to gauge reach.
• BounceRate: Track the percentage of single-page sessions to assess engagement (Kaur and Kathuria, 2023).
• ConversionRate: Target a 3.5% rate to boost sales from visits.
• Retention: Monitor repeat purchases to ensure customer loyalty (Lion et al., 2024).

Monitoring: Monitoring and tracking results by tracking Google Analytics, weekly analytics reports. Progress against KPI targets is underway monthly reviews enable the timely tweaking of the strategy (Dr. Dipa Mitra and Dr. Mahesh Singh, 2023).

Contingency: Setting aside a £5,000 contingency reserve in case engagement falls short, while utilizing the cost in a competitive luxury cosmetics market as needed. This data driven approach ensures that the campaign keeps on track, maintains effectiveness in the industry’s landscape based on the use of real time monitoring and clear KPIs to adapt quickly (Ngcobo et al., 2024).

Evaluation

Strategic Assessment

• This evaluation will look into the risks, opportunities, and strategic insights that Charlotte Tilbury’s June–August 2025 campaign should be in line with for Charlotte Tilbury of the dynamic luxury beauty sector.

Potential Risks

• But that also creates economic challenges; approximately 30% of high-income consumers will cut back on discretionary spending during downturns and that may affect luxury spending (Shoaib, 2024). The market of $54.9 billion luxury cosmetics is beset by counterfeit products that crash the brand integrity and therefore calls for stringent authentication to keep trust. A proactive measure to protect the success of the campaign is required for these risks.

Growth Opportunities

• The global Charlotte Tilbury can also take advantage of the huge market potential of emerging markets such as Asia Pacific, where the beauty market is growing with a CAGR of 5.2%. With such beauty tech trends, like AI personalization with a 21% CAGR, resonating with the given consumer preference for personalised experiences, there is high engagement in a Tech driven world.

Strategic Insights

• While 70% of US luxury cosmetics consumers say they value personalization (for quality and customization), being able to do this is essential for garnering loyalty (Vogue Business, 2024). While achieving the balance between cost effectiveness and exclusivity allows for Charlotte Tilbury to keep to its premium positioning while benefiting from digital innovations to secure a competitive edge in an increasingly vibrant market.
  

CONCLUSION

Charlotte Tilbury’s campaigns are not only a better digital engagement, reduce bounce rates, and instil loyalty through AI personalizing and influencer partnerships. It strengthens the brand prestige in luxury cosmetics market, strengthening sustained growth and competitiveness using the beauty tech trends.

REFERENCES

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