Chilly Launches Its TikTok Shop

Our brand Chilly has been present on TikTok for more than a year now, making a difference in the way the whole community talks and addresses intimate care, establishing a relevant dialogue and open conversations thanks to an engaging content mix.

To take a step further, Chilly is now launching its own TikTok Shop, the e-commerce feature integrated into the social platform.

Claudia De Silvestri, Digital Marketing Specialist in the Bolton Personal Care Global Team, and Marta Vitrò, Chilly Product Manager, have sat with us to spill all the details on this incredible project.

Claudia and Marta, how did this project come to be? 

Claudia De Silvestri: It all started by taking a good look at this incredible channel, how specific it is, and how, these days, we must create content that really fits each platform we’re on.

It’s also key to develop content that keeps up with the platform’s trends and the digital habits of Gen Z and the younger millennials. When it comes to the TikTok shop, we’re proud to say that Chilly is really seizing the moment because few Personal Care brands are on the platform with this feature right now. We’re proving once again to be pioneers in the intimate care world!

Marta Vitrò: Yes, the platform is giving us a chance to reach our target audience by using the codes and language closest to them, tapping into key trends, and creating a full 360° brand experience — from content all the way to purchase.

Why is this project so special?

Claudia De Silvestri: It’s allowing us to blend entertainment and shopping. It’s creating a safe space for Chilly and its community where a new, more direct relationship can flourish. Needless to say, this dialogue is key for the brand.

Marta Vitrò: Exactly! The TikTok Shop represents a completely new opportunity for brands to create immersive, community-driven experiences. It allows us to engage with our audience in an interactive way — bringing inspiration, entertainment, and purchase together in one seamless journey, all while never leaving the platform.

What was the most challenging aspect of this project?

Marta Vitrò: Definitely the timing. We were very ambitious from the start and Bolton backed us up since the beginning; we couldn’t wait to get it off the ground quickly, so we made sure to be ready in just one month.

Claudia De Silvestri: Also, the synergies were a key aspect. Launching this project means intersecting a very technical side – which is the whole e-commerce world – with a more creative one. We’re very grateful to our partners – Witailer, Cosmic, and We Are Social - for supporting us the entire time.  

To support the project, a dedicated creator plan has been set up, with shoppable videos and live sessions developed around a specific creative concept and hero products, such as no-rinse intimate cleansers and the brand-new intimate masks in all three variants (Soothing, Refreshing, and Moisturising).

Starting from now,  the entire Chilly line can be purchased directly on TikTok: the brand will keep offering original and educational formats, as well as collaborations with creators, promoting an open and informed dialogue on topics that are still often surrounded by taboos, with a transparent, competent, inclusive, and now shoppable approach.