Chilly, a brand under the Bolton Group, has announced the launch of its own TikTok Shop, expanding its digital presence and offering customers the opportunity to purchase products directly through the social media platform. The initiative builds on Chilly’s year-long engagement with TikTok users by fostering conversations around intimate care.
Claudia De Silvestri, Digital Marketing Specialist in the Bolton Personal Care Global Team, described how the project originated: “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.”
She added that adapting content to match TikTok trends and appeal to Gen Z and younger millennials was crucial. De Silvestri said, “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, Chilly Product Manager, highlighted how TikTok allows for direct interaction with their audience. “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,” she explained.
The company views this integration as an opportunity to combine entertainment and commerce while building closer relationships with consumers. De Silvestri stated: “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.”
Vitrò emphasized that “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.”
Discussing challenges faced during development of the project,Vitrò noted: “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.” De Silvestri also pointed out: “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 sales efforts,a dedicated creator plan was established featuring shoppable videos,live sessions,and hero products such as no-rinse intimate cleansers alongside newly launched intimate masks available in Soothing, Refreshing,and Moisturising variants.
With this launch,the full range of Chilly products can now be bought directly via TikTok.The brand will continue producing original educational content,collaborating with creators,and promoting open discussions about intimate care issues,often regarded as taboo subjects.This approach aims at maintaining transparency,inclusivity,and accessibility within their online community.