Charlotte Tilbury goes big with their special build!
Charlotte Tilbury has a long association with Ubiquitous. The brand has relied on taxis for campaigns around the UK. Their latest campaign activity required a one-off special build to promote Magic Cream, their iconic all-in-one moisturiser and primer. Besides the special build, the campaign also included 30 electric supersides in London, with taxis in Manchester too.
Putting a giant tub of moisturiser on the roof of a taxi is no small feat. It’s why Ubiquitous worked with our design partners Signs & Design to bring it to life. Building a model of the supersized moisturiser and then affixing it safely to the roof of a Taxi is a testament to the skills of the Signs & Design team in translating a creative idea to the real world. Charlotte Tilbury didn’t stop at the structure on the roof though. They fitted the inside of the Taxi with a bespoke makeup studio replicating the makeup studios in Charlotte Tilbury stores. This made the perfect location for influencers to share their free Charlotte Tilbury professional makeup artist experience with their followers.
The special build, the makeup studio inside the Taxi, and the giant moisturiser tub on the roof created a branded moment that completely immersed audiences in Charlotte Tilbury’s world. It proves why special builds are an impressive way to bring audiences into the world of your brand.
Here are the Ubiquitous team’s thoughts on why special builds are worth the investment:
They’re the ultimate immersive experience: Connecting meaningfully with audiences requires more than just being there. The Charlotte Tilbury special build was part of a bigger idea that offered free samples and built a curated event that left guests dazzled.
Special Builds get audiences talking: It’s hard to ignore a special build. Importantly, audiences love to talk about the Taxi advertising they see – even Taxis without a giant tub of moisturiser on the roof! Attest research for a beauty campaign in London found that among those who recalled seeing the Taxi Advertising, 46% went on to talk to someone about the brand. It means your campaign is moving past ‘just’ being seen. It’s being committed to memory.
Audiences can’t help but hit share: In the same way that audiences love talking about the Taxis they see on the road, they’re also inclined to act too. The same post-campaign research saw 39% of audiences who recalled seeing a branded Taxi looked up the brand on social media. As an important channel for brands to connect with curious audiences, the Attest research proves why Taxi Advertising and special builds provide the x-factor brands need in 2026.
The final pitch
The Ubiquitous team always enjoys watching brands embrace special builds. The Charlotte Tilbury example is just one memorable special build from the many we’ve worked on.
What the team can recommend, however, is paying attention to the lessons our special builds offer, regardless of whether you choose one for your next campaign. For brands, focussing on immersive experiences, encouraging audiences to talk about your brand, and giving audiences an incentive to hit the share button are all valuable goals in 2026: it just so happens that a special build is one way to hit all three at once.
Like to learn more about the Charlotte Tilbury special build? Contact the team today using the contact form, or email sales@ubiqtaxis.com.