Charlotte Tilbury Glow Toner – NPD Campaign

Charlotte Tilbury’s skincare range continues to expand, with the launch of Glow Toner—an acid-free, daily radiance-boosting solution designed to gently resurface and prep the skin before serums and moisturisers.

As Social Media Lead for the New Product Development (NPD) campaign, I led social shoot development—ensuring visually compelling, brand-aligned content. I developed the TikTok strategy, tailoring content for engagement and discovery, which earned strong support from Charlotte and the brand teams. I also owned social ideation and planning, mapping amplification across the Tease, Launch, and Sustain phases.

In parallel, I was the Strategy Lead for the Skincare channel launch on Instagram, shaping how the new category was introduced to the brand’s audience.

- 43.3K TikTok views across eight videos
- 66K average views per TikTok video
- 3%+ average engagement rate on Instagram