Mecca X Charlotte Tilbury
Charlotte Tilbury x MECCA – Unreal Skin Foundation Launch
Immersive UGC Activation Powered by Custom Before-and-After Technology
When Charlotte Tilbury prepared to launch the highly anticipated Unreal Skin Foundation Stick, the brief was clear: create an experiential moment that showcased the product’s transformative power while generating a surge of high-quality user-generated content for social media. Partnering with MECCA, we delivered a dynamic brand activation that blended custom technology, beauty expertise and seamless content creation.
Objective
Charlotte Tilbury wanted an activation that:
Visually demonstrated the foundation’s “unreal” before-and-after results
Encouraged instant social sharing to boost product awareness
Engaged VIP guests, influencers and media
Invited public participation to broaden reach
Delivered high-quality, auto-edited branded content at scale
Our Solution: Custom Before-and-After Capture Software
To hero the product’s performance, we developed a bespoke user-generated content system designed specifically for beauty transformations. The software captured perfectly aligned before-and-after shots and automatically stitched them side-by-side into polished, on-brand content pieces.
Each output was:
Auto-edited for consistency and quality
Branded with Charlotte Tilbury + MECCA creative
Instantly shareable, optimised for social formats
Delivered in seconds, supporting high-volume throughput
This cutting-edge workflow empowered guests to walk away with professional-quality results—no manual editing, no waiting.
The Experience
Influencers, press and specially invited guests were treated to exclusive makeup sessions, giving them a firsthand encounter with the product and a tailored transformation moment. The activation then opened to members of the public, extending the reach and allowing beauty lovers to test, explore and create their own Unreal Skin content.
The experience combined:
Charlotte Tilbury artistry
MECCA’s immersive retail presence
HeyOK’s experiential technology
Real, authentic user-generated storytelling
The result was a memorable fusion of tech and beauty that stayed true to the brand’s luxurious, transformative identity.
Impact
The activation generated:
A high volume of branded UGC across Instagram and TikTok
Elevated product visibility during launch week
Strong influencer and media engagement
A compelling visual demonstration of the foundation’s performance
An interactive public experience that deepened consumer connection
With every before-and-after shared, the campaign amplified itself across social platforms—driving awareness, authenticity and excitement around the new Unreal Skin Foundation Stick.