Charlotte Tilbury launches Instagrammable Pillow Talk bus road trip

Cosmetics brand, Charlotte Tilbury, has launched a road trip on a pink double-decker bus to promote its PillowTalk range of cosmetics. The bus, designed and brought to life by Manchester-based One Agency, kicked off its journey from Manchester and will make stops across Europe.

The PillowTalk bus aims to tap into the trend of consumers creating and sharing digital or social content at events with an experiential campaign that provides photo-friendly moments that can amplify the brand’s reach.

It features light-up mirrors, immersive theming, shelves of Charlotte Tilbury products, and a champagne fridge. The exterior of the bus is boasts a large-format digital screen displaying AV content.

The campaign has so far achieved an influencer reach of 2.5m people and generated more than 100 cosmetic consultations on the bus.

“In a post-pandemic world, people want experiences that they can touch and feel, but that doesn’t diminish the importance of creating work with the potential for a huge social reach,” said One Agency MD, Dean McCormick. “Because we do everything in-house, from conceptualisation to physical builds, every aspect of the bus was created with marketing in mind to be as social media-friendly as possible.’’