Clé de Peau, Martha Stewart Collaborate for TikTok Campaign – WWD

Clé de Peau Beauté is venturing into TikTok with the help of none other than Martha Stewart.

Prestigious France beauty, beauty The brand tapped businesswomen and TV personalities to help users perfect the “thirst trap,” a type of social media post intended to engage viewers in a provocative way.

Stewart shot to fame in the summer of 2020 when she posed for a close-up photo of herself in an East Hampton pool with an alluring makeup look. The selfie then went viral on the Internet as the user became intrigued with her “thirst trap”. Stewart herself even joked that she received many offers after the post.

On Tuesday, Clé de Peau officially launched on TikTok with an ad campaign featuring Stewart called “The 101st Thirsty Trap”.

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“So do you want to know how I create my perfect selfies?” Voiceover, as Stewart sips a cup of tea in front of a green screen image of her viral selfie. “Oh yes, this is one of my best works!”

“First, great project! Next, only conceal where it’s needed. No effort is what’s important,” the dub continued as Stewart was seen applying the firm’s SPF 27 concealer before applying lip gloss. “Now let’s add a little shadow. Then say the magic phrase…”

Stewart then goes on to say Clé de Peau three times before smiling and shrugging to end the clip, produced and developed by Whalar agency, a globally influential technology company.

“Clé de Peau is a premium brand with quality and effective products that I really like, use and admire,” says Stewart. “I’m always learning about good skin care and I’ve been using their products for a long time. La Crème is one of my very favorite face creams, as is their Lifting Eye Contour Eye Cream. ”

More relevant videos will appear on Stewart’s personal TikTok account between February 1 and 15.

“Martha Stewart’s genuine passion for Clé de Peau Beauté coupled with her engaging personality, unique sense of humor and evocative taste made her the natural choice for our debut TikTok campaign. me,” said Alessio Rossi, Shiseido executive vice president, Clé de Peau Beauté USA and head of digital transformation for the Americas.

“Clé de Peau Beauté is creating authentic, relevant content aimed specifically at the TikTok platform and building community,” continued Rossi. “TikTok is an interesting platform and one that we are really looking forward to testing.”

Although Tuesday marks the French beauty, beauty The brand’s first foray into TikTok, Stewart has been on TikTok since October, with nearly a million followers.

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