Clé de Peau Beauté, the global luxury skincare and makeup brand, makes its TikTok debut today with an advertising campaign featuring entrepreneur and lifestyle icon, Martha Stewart. The campaign highlights Stewart’s personality and trademark advice, brings the audience into her home environment and spotlights the brand’s newly enhanced Concealer SPF 27 alongside its best-selling products.
"The range of concealer shades come in handy for different concealing tasks. You can use it to cover everything from a blemish to enlarged pores and bruises. I like to apply it with a very soft brush like the, not just my fingertips. There are lots of good, good, good things to use a concealer for,” says Martha.
The partnership originated from Stewart’s genuine love of Clé de Peau Beauté as she has been a devoted user and advocate of the brand for many years. “Clé de Peau is a premium brand with quality and effective products that I really like, use and admire,” says Martha, “I have always been inquisitive about good skincare, and I’ve been using their products for a very long time. La Crème is one of my very favorite face creams, as is their Enhancing Eye Contour Cream Supreme.”
“Martha Stewart’s authentic passion for Clé de Peau Beauté along with her engaging personality, unique sense of humor and evocative taste, made her the natural choice for our debut TikTok campaign,” says Alessio Rossi, Executive Vice President of Shiseido, Clé de Peau Beauté U.S. and head of digital transformation for the Americas.
The luxury brand’s launch on the platform is part of a strategy around digital acceleration. “Clé de Peau Beauté is creating authentic, relatable content that is purpose-built specifically for the TikTok platform; and building a community,” says Rossi. “TikTok is such an exciting platform and one that we’re really looking forward to experimenting on.”
Stewart launched her TikTok in October 2021 and explains “I'm very curious. And I wanted to see how to corral TikTok to be valuable to my business, broaden my demographic and audience, and understand new technology. I will continue to learn and master whatever technology comes along.”
The video campaign was produced and developed by Whalar, a global creator commerce agency. The five short-form videos expertly weave together Stewart’s personality, Clé de Peau Beauté’s luxury aesthetic and leverage TikTok’s in-app creative effects to deliver a one-of-a-kind experience for the consumer.
The content can be seen on Martha Stewart’s Tik Tok handle beginning February 1st through February 15th.