Charlotte Tilbury dazzles as Sephora paints KL burgundy with launch activations

Global luxury beauty brand Charlotte Tilbury has teamed up with Sephora Malaysia for an on-ground activation and pop-up at Starhill Piazza's main entrance, as a part of its official launch in Malaysia via the beauty product retailer. This comes following its debut in Eraman's KLIA Duty Free Mall in October 2024. 

From 11 to 22 June, customers will be able to experience Charlotte Tilbury’s products at the "Beauty Wonderland" popup. According to Sephora's social posts, the first 100 customers to visit the popup will receive discounts, gifts, and even an exclusive advent calendar. The first 15 walk-in customers from 11 to 13 June were also able to enjoy a full-face makeover by artistry experts. 

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On the first day of its launch, Charlotte Tilbury painted the streets of Kuala Lumpur burgundy, as several models clad in the brand's iconic colour, strutted down Jalan Bukit Bintang outside the Sephora Fahrenheit88 store with oversized Charlotte Tilbury shopping bags and copies of the "Tilbury Times".

The video of the activation shared on Sephora Malaysia's Instagram page, showed the models speaking to people about the brand and carrying out product demonstrations on the streets. 

In tandem, the brand also threw a red-carpet launch event at the "Beauty Wonderland" popup, featuring wide arrays of Charlotte Tilbury products, games, music, performances, photobooths, as well as an aura reading booth. Not to mention, the event was attended by several well-known influencers and celebrities, such as Aiman Shahiran, Haneesya, Nicole Chen, Alexis Sue Ann, Nelissa Nezam and many more, alongside the media. 

As a part of the beauty brand's collaboration with Sephora, Charlotte Tilbury's products are now available in selected Sephora Malaysia stores across KL, Johor, Sabah, Penang and online. According to Pamper, the brand has brought in renowned products such as 'Magic cream', the 'Pillow talk' lineup, and 'Airbrush flawless' products. 

Sephora Malaysia first teased the launch of Charlotte Tilbury in the country with a series of teaser videos in the middle of May. The first video shared on 17 May with the caption "We heard you loud and clear. It's coming real soon, you can stop bullying admin now", showed a series of angry customer comments with the brand's name blurred out.

Beauty product enthusiasts began guessing which brand the retailer was referring to, and surprisingly, many of them guessed correctly. Two days later, Sephora Malaysia posted yet another teaser, but this time, with clearer clues, such as close-ups of Charlotte Tilbury products, quelling its customers' curiousities. 

Back in 2019, Charlotte Tilbury Beauty launched in Singapore exclusively with Sephora, amid the brand's expansion plans across Asia. This was alongside its other launches in Hong Kong, Thailand and China.

Sephora Malaysia is no stranger to media activations and events. Most recently in February, the retailer brought back its "House of Sephora" popup event at The Exchange TRX, featuring an array of brands and reveals of new products from crowd-favourite brands such as Fenty Beauty, Rare Beauty, Krave, Kosas, and Glow Recipe. 

For the festive season last year, Sephora also went all out with its Sephora Festive Takeover at Fahrenheit88, which featured a beauty-themed decorative displays throughout the shopping centre, a Fenty-Fresh Market popup, a Sephora takeover of a Tutti Frutti store and Trio Bakehouse cafe, as well as experiential popups within the mall. 

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