
When Charlotte Tilbury first released her collection in 2014, I was very excited and I lusted after so many of her products and eventually tried most of them (not in all shades, obviously), but in the last 6-9 months, I've found myself shunning the brand to an extent because of the constant churning out of new products every 3 weeks that are all deemed to be 'magical' and life-changing'. When a brand releases makeup so frequently, it no longer feels special and this is a real shame as I would have said that it was my favourite makeup brand a few years ago. Also, the people who handle their PR seem to get it all wrong - when you see bloggers just opening large packages on their Instastories and saying that their mother would love this and their sister would love that, it tells us nothing about the product, apart from the fact that they've received a big package that they'll distribute among friends and family and maybe do one Instagram photo of them wearing one product, out of a large number (plus it's always the same few, predictable faces who never seem to spend their own money on her products). To me, it sends out the wrong message - just have big names holding your products and that will suffice, rather than considering smaller bloggers who will actually use and review the product. I've been told privately on Instagram from someone who works in a pharmacy that products that big bloggers rave about are now very slow to sell, whereas a few years ago, if they just mentioned them, they sold out instantly - there is less trust when there are no actual reviews or only paid reviews. Maybe the PR need to re-think their strategy and I don't say this because I don't receive PR from them, I say it because I am also a consumer and I like to see a variety of actual reviews, not just photos! Also, all through lockdown, when a lot of people weren't earning, were losing loved ones or were ill themselves, the brand churned out product after product, whereas other brands were more sensitive to the fact that there was a global pandemic and delayed some releases. All of that being said, Charlotte does have some truly beautiful products, which is why I still buy some, but certainly nowhere near as many as I used to.