Charlotte Tilbury denounces the dupes
Renowned make-up artist and entrepreneur Charlotte Tilbury is tackling imitations of her flagship products with a straightforward communications campaign.
In the world of luxury make-up, “dupes” – low-cost copies inspired by high-end products – are the subject of heated debate. While most brands opt for indifference or legal action, Charlotte Tilbury takes a different approach. With her new campaign “Legendary. For A Reason.”, the founder speaks out on camera to assert theauthenticity and quality of her cosmetics, while denouncing the counterfeit products that abound on the market.
A rare stance in the luxury industry
In her promotional video, Charlotte Tilbury doesn’t mince her words: “So many brands have tried to copy me, but the Tilbury magic is inimitable.” She insists on the years of expertise and investment made to develop her make-up and skincare formulas. By emphasizing the dermatological and clinical testing of its products, the brand reminds us that its premium positioning is based on constant innovation and strict standards.
Without ever directly naming its competitors, this initiative seems to target brands such as Elf Cosmetics, Revolution Beauty and Essence, often cited for their affordable alternatives to Charlotte Tilbury products.
A message addressed to a new generation of consumers
The campaign comes at a time when Generation Z is increasingly favoring dupes for both economic and fashion reasons. Less concerned about manufacturing standards and ecological implications, these young consumers are embracing alternatives accessible on TikTok and Instagram. Yet Charlotte Tilbury’s video managed to capture their attention with 451K views on Instagram and 887K views on TikTok a month after its publication.
An assertive brand strategy
With this campaign, Charlotte Tilbury isn’t just defending its image: it’s waging a real battle against the trivialization of dupes. By highlighting the excellence of its formulations and its recognized expertise in the beauty industry, Charlotte Tilbury is positioning itself as a benchmark against cheap copies.
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