Charlotte Tilbury
Product Design, Research & Insights and Business Innovation
Charlotte Tilbury is a British make-up artist and founder of her eponymous makeup and skincare brand. Charlotte’s products are stocked in department stores such as Harrods, John Lewis, Selfridges. In addition to online platforms such as Net-A-Porter, ASOS, Feel Unique and more.
Dominic was hired on two terms to conduct user research focused on their approach to loyalty and target messaging within their online experience.
Term One - Loyalty
During his first term Dominic invested some of his personal time to educating himself and conducting his own research on the beauty market, consumers and other brands. He also led customer interviews with existing customers of CT. To learn more about the customer engagement and their perception of loyalty.
He wanted to understand whether the understanding and internal definition of customer loyalty is aligned with their customers. He was particularly focused on the purchasing behaviour of customers (in-store and online) and their lifestyle of engagement with the beauty brand (directly or indirectly).
Livingston was brief to conduct a “Configure Your Own Kit” experiment to identify whether this sort of mechanic could improve customer engagement resulting in long term loyalty.
Term Two - Targeted Messaging
Dominic was then briefed to focus on the targeted messaging approach within the entire online omni-channel experience for new, existing and ultra-loyal customers of CT.
He was responsible for establishing a clearer scope of the customers perspective and decision making process within the online experience for the business. Along composing detailed recommendations from a high level and in-detail view of the most impactful positioning of targeted messaging.
To ensure the targeted messaging was resonating with customers at the most suitable time and touchpoint based on their persona and measure of their engagement with the beauty brand.
