Charlotte Tilbury has inked a brand new retail partnership.
The model, a perennial prime performer in each gross sales and throughout social media, is heading to Ulta Magnificence, the place it can debut on-line Feb. 4 earlier than rolling out to 600 doorways on Feb. 18.
The partnership additionally comes after Ulta unveiled a luxurious assortment spanning skincare, make-up and perfume final yr. Although Charlotte Tilbury will sit in Ulta’s core make-up assortment, that enterprise into luxurious has confirmed profitable at getting customers to commerce as much as higher-price-point objects. Charlotte Tilbury’s Hollywood Flawless Filter basis is priced at $49; its Airbrush Flawless End Setting Powder is $48.
“Our client was on the lookout for luxurious merchandise, we’ve constructed out that area and we’re happy with the efficiency and engagement,” stated Monica Arnaudo, chief merchandising officer at Ulta Magnificence. “One of many nice issues about our mannequin is that we are able to see that our friends might enter in at mass worth positioning however we now have the power to maneuver them from mass as much as ‘mass-stige,’ to status and now to luxurious a lot sooner.”
Charlotte Tilbury has been a key driver in father or mother firm Puig’s development in make-up. Its earned media worth grew by double digits final yr to $440 million, the second highest of any magnificence model.
“Magnificence as a class may be very wholesome, however particularly make-up is,” Arnaudo stated. “Via our proprietary details about our friends, 72 % of them are sustaining their make-up routines not less than 4 days per week. Seventy-four % of customers made not less than one splurge in make-up to deal with themselves previously month…we all know that buyers are extremely engaged.”
Charlotte Tilbury joins different high-profile magnificence manufacturers which have launched at Ulta not too long ago, together with Sol de Janeiro, Pat McGrath Labs and Fenty Magnificence.
For the third quarter of 2023, internet gross sales at Ulta elevated 6.4 % to $2.5 billion, as reported. On the time, Dave Kimbell, Ulta’s chief govt officer, stated on an earnings name that the most important problem in status make-up was surpassing the success of the Fenty launch.
Ulta is betting on main retailer rollouts with buzzy manufacturers. Arnaudo stated the rationale behind the brand new partnership was easy: customers are on the lookout for Charlotte Tilbury at Ulta.
“We have a look at a number of inside and exterior information, we monitor social channels, and we see what’s being searched on ulta.com,” Arnaudo stated. “Charlotte Tilbury was searched over a million occasions on ulta.com over the previous 12 months. In line with Spate, ‘Charlotte Tilbury’ mixed with ‘Ulta Magnificence’ has been searched 77,000 occasions. On TikTok, the mixed phrases have reached 65 million views.”
Citing Circana information, Arnaudo added that from January to November of 2023, Charlotte Tilbury was the fastest-growing status magnificence model within the prime 10 by gross sales, and was the highest contributor to the status channel’s development. “They’re the highest status highlighter model within the U.S., and the highest status face powder model,” Arnaudo stated.