For the official launch of Charlotte Tilbury makeup in Asia, we crafted an ‘always on’ strategy that maximized buzz early on and sustained it throughout the campaign. Six months prior to the brand’s entry in Asia, we leveraged a special visit from founder Charlotte Tilbury to host media and influencers in a luxurious hotel suite to share the launch news and kick-start brand awareness in the market. When the brand arrived in April 2018, Hong Kong was ready to celebrate with a star-studded launch event at Lane Crawford ifc Mall. Along with planned KOL content collaborations, interviews and a media event at Charlotte’s Beauty Wonderland Pop-Up in Harbour City, Charlotte Tilbury was top-of-mind across Hong Kong from the moment it opened its beauty counters.