Charlotte Tilbury has unveiled Pillow Talk Beauty Soulmates – a star-studded campaign for its new limited edition collection.
Leading the campaign is Sex and The City star Kim Cattrall, joined by viral pop sensation Bad Gyal and model Matteo Sinet in a “playful, celebration of beauty and self-love”.
The collaboration makes Charlotte Tilbury the latest beauty brand to tap into the power of Gen X icons.
The campaign, which unfolds as a multi-episode content series, explores different facets of love, from romantic and platonic to the all-important love of self.
Cattrall’s storyline follows a glamorous road trip in which she rediscovers confidence and empowerment, while Bad Gyal and Sinet star in a whirlwind Pillow Talk fuelled romance.
Beauty muses Isabella Ye and Meg Rutherford, meanwhile, dial into the Pillow Talk Hotline for a dose of the collection’s signature beauty effect.
Tilbury herself appears in the campaign as Pillow Talk Cupid, guiding the characters through their beauty transformations.
“I was very pleased to be asked to take part in Charlotte’s Pillow Talk campaign,” says Cattrall.
“It is a campaign about self-discovery and celebrating what resonates for you.
“Getting to know more of who you are and how you express yourself is fundamental to your health and happiness.
“Self-knowledge and acceptance as we grow and change gives you confidence, something most of us do not think about enough with our busy, demanding lives.”
Cattrall is just the latest Gen X star to be embraced by the beauty industry.
As previously reported by Cosmetics Business, Estée Lauder recently welcomed back 59-year-old model Paulina Porizkova as a global ambassador, while L’Oréal Paris enlisted The X-Files star Gillian Anderson to front its Age Perfect range.
Beauty brands are increasingly tapping into nostalgia and authenticity to connect with older consumers, who are projected to drive US$150bn in beauty spending over the next decade.
With Pillow Talk Beauty Soulmates, Tilbury is making a clear statement that beauty is ageless.
“I call Pillow Talk the ‘get what you want’ shade because it transforms you into the most beautiful, confident and empowered version of yourself,” she says.
“Kim knows what she wants and understands the power of self-love, which is what this campaign is a celebration of.
“She is the ultimate Pillow Talk muse.”
Tilbury’s Pillow Talk franchise has become a global fan favourite, with one product from the collection selling every three seconds, according to Circana.
The latest iteration, Pillow Talk Beauty Soulmates, introduces new lip and cheek products designed to deliver a ‘love effect’, a fresh, radiant glow that mimics the look of being in love.
The collection includes four new Pillow Talk Love Effect Lipsticks in Matte Revolution and ‘K.I.S.S.I.N.G’ formulas.
Also launching are Pillow Talk Beauty Soulmates Palettes, featuring a blush duo infused with the brand's new Colour Correcting Pigment Technology.
“Pillow Talk has a beautifying effect on everyone, everywhere, at every age, and our incredible cast ages 22 to 68 reflects that,” says Tilbury.
The campaign also sees the return of Pillow Talk favourite Kate Moss, alongside Michaela Jaé Rodriguez and Jourdan Dunn.
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