ELLE Magazine x Charlotte Tilbury

ELLE Magazine x Charlotte Tilbury marketing breakdown. Elle magazine have brought back the Charlotte Tilbury collaboration that went so viral last year. As a PR expert, let me explain why this was a great decision. Last year when this happened, both brands saw their highest number of Google searches in the past five years. So to put that into perspective, Charlotte Tilbury saw more searches from the Elle magazine collab than they did from Christmas and Black Friday. Whilst Charlotte Tilbury isn't making as much money from these as if they were to sell them in store, they are getting something arguably more valuable, which is massive brand awareness and a huge amount of hype for a product. Now for Elle magazine and Harper's Bazaar, this is obviously a great opportunity to sell print magazines, which are so hard to sell. Most of the time publications will make money off of brand collaborations, social media and actually not from the print magazines anymore. But giving a magazine a little freebie to go with it is so nostalgic. You probably remember back in the day magazines used to do this all the time. And throwing Charlotte Tilbury in the mix makes this so valuable. There are so many dupes for products right now that people think they'll get the quality of a Charlotte Tilbury product in a product that's half the price. But actually, when Charlotte Tilbury associates themselves with brands like Harper's Bazaar, that are very top tier, it re-solidifies their positioning in the market as being a much more premium brand of premium quality. But what I will say is, this is the second time they've done this with the same product. So I think if they try it for a third time, we're gonna get a little bit of customer fatigue. Consumers get bored very quickly nowadays, so I think these brands will need to have a chat and choose a new product for the next time around. But the formula is definitely still working. There are so many videos of people rushing out to try and find this. And by the way, if you love keeping up to date with all things PR and marketing, make sure to follow along, because I share content like this all the time.