How is the beauty brand CT that L'Oreal and Shiseido want to grab?

According to a recent report from Bloomberg, L'Oreal, Estee Lauder, Unilever and Shiseido Group are all bidding for British beauty brand Charlotte Tilbury. And its price may exceed 1 billion pounds (about 8.82 billion yuan).

According to interface news, in May last year, the Estee Lauder Group had bid for Charlotte Tilbury for US $ 1 billion (approximately RMB 7.08 billion), but because the latter wanted to raise the price to US $ 1.4 billion (approximately RMB 9.91 billion) ), The negotiations between the two sides failed.
 
As a new brand in the British makeup industry, Charlotte Tilbury has harvested a large number of loyal fans just 7 years after its establishment, and has made it a "tempting" acquisition target.

01

"Quality version TomFord"


Although the name Charlotte Tilbury is no stranger to beauty lovers, it is actually a very young brand.
 
In September 2013, makeup artist Charlotte, who has a career in beauty for more than two decades, created his cosmetic brand of the same name. Charlotte was born in an art family in London and lived with his parents in Ibiza, Spain. Having been educated and nurtured by the artist's parents since she was a child, she is always passionate about beautiful things and has her own unique insights. At the age of 11, she met Mary Greenwell, a famous beauty artist, at Ibiza Beach. Since then, she hopes that she can use her insight into beauty in the future to turn this passion into a lifelong career.

After graduating from Glauca Rossi Beauty Training School, Charlotte Tilbury became an assistant to the famous makeup artist Mary Greenwell. Before creating his own brand, Charlotte often cooperated with major fashion magazines such as "Vogue", "Elle", "Bazaar", "Vanity Fair", "Allure", and major beauty brands such as Chanel and M · A · C She was invited to be the brand's makeup design consultant.
 
Of course, the most dazzling title on Charlotte was "Tom Ford Chief Makeup Artist".
 
According to rumors, Charlotte was involved in design supervision when Tom Ford initially produced makeup. Perhaps it was the cooperation with Tom Ford for many years that inspired her. People can see the shadow of Tom Ford on Charlotte Tilbury's makeup, especially the texture and makeup effect of the product, but because of the lower price, consumers are called the "parity version" Tom Ford ".

Although it is more famous for makeup, Charlotte Tilbury also has its own skin care line, and the first fist product is a pre-makeup moisturizing cream "Charlotte's Magic Cream". Charlotte knows the pre-makeup needs of the model best because he has been creating makeup for the model in the backstage of the show all year round, and has close friends such as supermodel ancestor Kate Moss and ghost horse model Cara Delevingne. This magical cream has given Charlotte Tilbury a face in the beauty industry. Miranda Kerr used this magical cream at the National Music Awards. The world ’s hottest makeup male blogger Uncle Goss also praised his makeup efficacy.
 
02

In the "show field"


As the "behind-the-scenes hero" of the show for more than 20 years, Charlotte is also an outstanding representative of the industry. She naturally does not want the brand to be labeled as a cheap alternative.
 
In the ever-changing fashion cycle, Charlotte is particularly fascinated by the passionate and unrestrained 90s. When creating her own products, she chose retro exaggerated colors and designs as the main tone of product packaging, especially in lipstick, mascara, eyeshadow, cheek Red, high-gloss repair disk and other star products. This also distinguishes Charlotte Tilbury from the noble and mysterious route of "former owner" Tom Ford.

Just one year after the brand was established, Charlotte Tilbury quickly established a foothold in the European and American markets where the beauty industry has developed very maturely. In addition to the halo that the brand has had since its birth, all this is mainly due to Charlotte's decades of dedicated work and social marketing concepts.
 
Before the "beauty blogger" profession became popular, Charlotte often uploaded beauty videos on social platforms, exchanged makeup ideas with netizens, and accumulated hundreds of thousands of fans. She has been "contracting" most of the makeup of the European and American entertainment circles in the beauty industry for several years. In the process, she has accumulated a lot of contacts with outstanding business skills. In addition to supermodel friends, Charlotte also made friends with well-known stars such as Nicole Kidman, Blake Lively, Victoria Beckham, Natalie Portman, Kelly Jenner and so on. Charlotte even received royal recognition, and the Queen of England personally awarded him the Order of the British Empire.

Charlotte Tilbury also has a good reputation in the beauty blogger circle at home and abroad. There is a saying in the industry that "a set of CT is the entry threshold for beauty bloggers", and even "grass madness" Li Jiaqi also praises its lipstick. " noble".
 
However, Charlotte Tilbury does not seem to want to be limited to makeup and skin care. In 2016, Charlotte Tilbury released the brand's first perfume "Scent of a Dream", and invited the supermodel legend Kate Moss in the 90s to endorse and successfully break into the perfume industry. In the same year, Charlotte Tilbury collaborated with Carina Lau and launched a new lipstick "Carina ’s love" inspired by her.
 
Charlotte Tilbury has established stores in Selfridges, Fenwick and other department stores in the United Kingdom. In addition, it is sold in more than 70 stores around the world such as the United States, Germany, Canada, Ireland, and the Netherlands. In April 2018, Charlotte Tilbury landed in Hong Kong, China, and opened Asia's first counter in Lane Crawford in Harbour City. In the same year, Charlotte Tilbury's sales in the European market exceeded the 100 million pound mark for the first time, a year-on-year increase of 34%. In March 2019, the brand also created an exclusive cross-border experience store under the "Charlotte Tilbury × LITTLE B" line in the North Block of Kerry Center, Jing'an, Shanghai.

03

Who will the upstart eventually spend?


Although the brand was only 7 years old, Charlotte Tilbury quickly became popular in the beauty industry and won more than 80 beauty awards. The potential should not be underestimated. Charlotte Tilbury's huge commercial success naturally attracted the attention of investment companies and other beauty groups. According to multiple media reports, Charlotte Tilbury was supported by Sequoia Capital, a well-known venture capital firm in Silicon Valley, in 2017.
 
In May last year, Estee Lauder had bid for 1 billion US dollars (about 7.08 billion yuan) for Charlotte Tilbury, but because the latter wanted to raise the price to 1.4 billion US dollars (about 9.91 billion yuan), the two parties failed to reach an agreement. .

The report shows that in addition to Unilever, L'Oreal Group and Shiseido Group, Spanish perfume, cosmetics and fashion group Puig (the parent company of British centenary perfume brand Penigigigon's Pan Heligen and French fashion brand Paco Rabanne Paco) and several private equity companies Also expressed interest in the acquisition of Charlotte Tilbury.

Charlotte Tilbury is currently working with investment companies such as Goldman Sachs Group and Jefferies Financial Group, and the company is expected to sell for more than 1 billion pounds (about 8.82 billion yuan). Charlotte Tilbury chose the winner at the earliest or in May, but also said that as long as the final decision has not been made, the agreement may not be reached.