Charlotte Tilbury continues international growth with summer launch in Canada

By Deanna Utroske contact

- Last updated on GMT

Related tags: Charlotte tilbury, Brand management, Canada

The Faulhaber Team withTilbury: Natasha Black (left), Patricia Amato, Christine Faulhaber, Charlotte Tilbury, Charley Varanelli, Lexi Pathak; image via CNW Group/Faulhaber Communications)
The Faulhaber Team withTilbury: Natasha Black (left), Patricia Amato, Christine Faulhaber, Charlotte Tilbury, Charley Varanelli, Lexi Pathak; image via CNW Group/Faulhaber Communications)
In June, Holt Renfrew department stores in Toronto and Vancouver will begin carrying the company’s makeup and skin care products as part of Charlotte Tilbury’s expansion into the North American market.

The Toronto launch is set for June 15. And the Vancouver event will take place on the 29th.

Going abroad
Celebrity makeup artist Charlotte Tilbury founded her brand in the UK two years back; and in response to US consumer demand, launched it in the States late last year. In the US the products are sold at Bergdorf Goodman as well as at Nordstrom stores nationwide. Online, US consumers can purchase the skin care and makeup at Net-A-Porter.com as well as through the company’s own e-commerce site.

In the US market, e-commerce is a priority for Charlotte Tilbury​. “The company works with e-commerce agency Space 48 in the UK. And, that partnership [went]  transatlantic with the recent launch of a Charlotte Tilbury online shopping site for US consumers that takes this country’s currency, online regulations, and tax module into account,” ​ reported Cosmetics Design​ in December.

Digital marketing is likely to be a precedent for the brand’s presence in Canada as well. 

Media matters
“The Charlotte Tilbury brand is growing rapidly, gaining widespread North American recognition. We are looking to elevate brand visibility further in Canada,”​ said Christine Faulhaber, president and CEO, Faulhaber Communications in a statement to the media.

That firm has just been named the agency of record for Charlotte Tilbury in Canada and will oversee communications for the launch.

A description of the services that Faulhaber offers notesthat the team “mingle[s] seamlessly with the top journalists, broadcasters, stylists, bloggers and skillful social media editors.” ​ This approach would pair well with the strong digital presence that Charlotte Tilbury is developing in the States.

Hinting at her team’s plan for the Canada launch and further 2015 campaigns, Faulhaber commented, “the brand is a favourite among the world's biggest A-listers and we feel that, coupled with a high-touch communications strategy, will resonate with Canadian beauty consumer.”

Express entry
Foreign beauty brands have been making headlines in Canada recently with new business initiatives, partnerships and strategy moves.

Last November the ecommerce brand Birchbox launched a dedicated Canadian site​. This move not only brought the try-learn-buy sample packages to more North American consumers, but also means that Canadian brands can reach those local consumers with its products through the popular e-commerce model.

This year, direct-sales beauty brands are sorting things out in Canada too. The skin care company Rodan + Fields launched operations​ there in what looks to be a first step toward a larger international business. Avon​, in contrast, drew down a bit by partnering with logistics provider Genco and cutting jobs drastically at its Pointe-Claire, Quebec distribution center.

On the supply side, specialty ingredient supplier Lonza chose to partner with Koda Care for product distribution​ across Canada and in the central US. “This relationship presents an exciting opportunity to continue sustainable revenue growth with our goals and our market positioning,” ​commented Hank DeWolf, president of the Koda Care division, when the partnership was announced in November.

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