Charlotte Tilbury: Launching The Flawless Filter

The allure and glamour of  Charlotte Tilbury  is not limited to the impressive product range – it can also be discovered amongst their stunning retail locations.

With bold retail design ambitions, the Tilbury brand have called upon D4R in recent months to assist them with activating these. As part of the incredibly popular Hollywood Flawless Filter launch, we curated a beautiful promotional site within Selfridges, Oxford Street along with transforming Charlotte Tilbury windows across three key locations.

A Flawless Filter Promotional Site

Bursting with Tilbury glamour, the space created the ultimate beauty buzz for fans of the brand over a week-long period. Short, but incredibly sweet.

Working with their pre-defined global concepts, we adapted these to fulfil the promotional space; developing, producing and installing the site with efficiency. Eyes are drawn to the glamourous Hollywood style lighting, a design which has become a signature of the brand’s retail ventures. However, it’s the radiance of the holographic and blush nude starburst which makes for a truly impactful branded space. The glimmer of this soft-lit pink combined with neon-effect signage, striking gold stars and oversized flawless product bottle creates a branded space which is overtly passionate about beauty.

Whilst the Glow Bar is a beautiful first touchpoint for visitors, allowing for the discovery of the entire flawless complexion range, the concept for this launch extended the norm of ‘outer beauty’. With the wellness trend booming and the concept of looking good whilst feeling good takes shape, the Tilbury brand took initiative to put emphasis on this within the promo space. A confessional booth sat just behind privacy screen, fully prepped with a life coach to discuss all things inner beauty. Filled with motivation, emotive responses to beauty and a passion for inner beauty – Glow from Within – the booth created a point of difference for beauty promotional sites.

Following the life coach session was the beauty consultation, taking visitors on a whirlwind experience of the flawless products; with the chance to have Sophia Tilbury as their make-up artist.

Flawless, Glamorous Windows

Prior to the stunning promotional launch in Selfridges, we were called upon to install the glamorous window displays for the flawless filter launch. Covent Garden, Fenwick Bond Street and Westfield White City were all treated to the glamour of flawless filter, with the window displays announcing the launch with tonnes of glamour.

Working with Charlotte Tilbury’s global guidelines, we were on hand to develop, produce and install window displays which intensified the Hollywood glamour; a design which has quickly become synonymous with the brand.

Visitors accustomed with Charlotte Tilbury retail spaces, will know all about the oversized product factice’s which have become a staple for the brand. And the flawless filter launch was no exception. Both Covent Garden and Westfield windows featured an oversized bottle of flawless filter, with the Selfridges promo site glorifying this complexion product as part of its central display. The window displays truly hone in on the glamour of this product, with a faux red carpet leading up to the bottle; creating a true sense of Hollywood.

Within the stores, the glamour of the windows is continued with counter clads manufactured with the brands signature holographic and blush nude starburst.

The Buzz of The Brand

Creating a social media buzz and promoting flawless product awareness were the key objectives of this retail project. Both the window displays and the week-long Selfridges launch, took Instagram by storm and positively promoted the intense glamour of a brand which has become a staple in our make up bags.

As a brand, they are no stranger to making these bold statements and we look forward to bringing more of their launches to life.


  • Beauty Retail
  • Promotional Event
  • Visual Merchandising
  • Window Displays