Retail openings

Glamour meets tech in the Charlotte Tilbury Flagship store


A new addition joined the vibrant hub of Covent Garden last month in the form of beauty goddess Charlotte Tilbury, who celebrated the opening of her first standalone store – the Charlotte Tilbury flagship store – by offering the first 100 visitors signed beauty boxes. Needless to say there was a very big queue from the outset! Having previously only seen the Charlotte Tilbury brand in department stores, we were intrigued to see how the store would look and feel and what would make it stand out from the many other high end beauty stores that have popped up within the area.


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Glamour and decadence meets tech

Glamour and decadence is the immediate impression on entrance with metallic counters and art deco shapes but the store goes much further beyond just looks by providing beauty fanatics with a fast but informative (and, in their words, “fabulous”) shopping experience.

An enormous screen projects the countless magazine covers, shoots and campaigns Tilbury has worked on as well as showing the latest looks and trends within the make-up world. Each station allows you to engage with her social media channels and watch how-to tutorials for each make-up look. She obviously understands the importance of technology to her target market of trend-inspired youth.


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Ease of shopping

Downstairs provides the beauty bar experience with the higher level of make-up artists and again has more digital screens to further imprint the Charlotte Tilbury brand on your mind. It’s the small details that count in the store, with Tilbury having brought products from her own home into the shop. These mirrors, champagne flutes and feathery items are dotted around on the counters adding that extra feeling of luxury and personalisation – you feel like you are in her dressing room as opposed to a retail outlet. The staff are all extremely knowledgeable about the brand and as opposed to the standard “Can I help you?” you are instead asked if you are being looked after, because looking after you is exactly what they do.

If you do decide to have a makeover in store, you can redeem the cost of it against the products and handily all of the artists are equipped with card readers to take your payment swiftly and efficiently without you having to be passed on to a queue or a new staff member. It’s these factors that will have customers coming back for more, having probably established a relationship to the member of staff assisting them.

When you think it’s all over there’s also the fun option of having your photo taken in a branded photo booth. But it isn’t the usual four photos on some paper. This booth takes moving photos of the recently made-over users and uploads them straight to the website whilst texting a link to the gif – customers then have the option of sharing your Tilbury moment with all of their friends.



Charlotte Tilbury, retail merchandising, retail tech, visual merchandising, retail safaris, trend tours

Photos: Emma Palin

The verdict on the Charlotte Tilbury flagship store?

This store has been a long time in the coming and every option has been carefully considered. The use of technology works so well within the store and the ease of the shopping process makes it a wonderful experience even on a busy opening day.


Have you been to the new Charlotte Tilbury store? What did you think?


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