Charlotte Tilbury’s first fragrance had a mobile-oriented opening weekend.
The brand’s debut perfume, called “Scent of a Dream,” went on sale Friday with an exclusive launch on the mobile shopping platform Spring, where it was only available for purchase for 72 hours. On Monday, it was released on the Charlotte Tilbury e-commerce store. Other retail partners, including Nordstrom, Bergdorf Goodman and Net-a-Porter, will carry the perfume beginning in September.
With the Spring launch, Charlotte Tilbury is looking to appeal to a younger, mobile-minded consumer, a different approach from when the makeup brand’s first collection of products debuted. After working as a makeup artist for more than 20 years, Tilbury launched her own line of high-end beauty products in 2013. The line was released exclusively with Nordstrom, which sold the collection in select stores and online.
For its perfume, however, Charlotte Tilbury worked with Spring to appeal not just to beauty fans but to women interested in “fashion and technology,” per an announcement. Charlotte Tilbury declined to comment for this story.
Spring was a fit for such a launch because of its easy mobile user experience: The platform houses more than 1,200 brands, and shoppers can either store credit card information or connect to Apple Pay for quick checkout. Product pages and checkout live on the same screen, cutting down on load times, and to purchase, shoppers swipe to the right in a Tinder-like motion.
“Being mobile focused, we reach our users anytime, anywhere,” said April Uchitel, chief branding officer at Spring. “And with a median age of 25 to 35, we are able to connect our brands with customers that may not be shopping them directly.”
Charlotte Tilbury will also be marketing the perfume on mobile. The brand is working with the agency PMG around the release, and will be running ads on Snapchat with a shoppable component, and will be using Facebook Canvas to build buzz. Tilbury’s friend Kate Moss is the face of the the fragrance.
By leaving behind Nordstrom as its launch partner and working with Spring, Charlotte Tilbury is getting access to mobile-first consumer data, something it doesn’t have on its own without a native mobile app. Other brands have launched products exclusively on the platform before, like Todd Snyder, Uri Minkoff, Smashbox and J Brand.
