News feed
Just when you thought beauty influencer marketing was getting boring, makeup luxuriate Clé de Peau Beauté have tapped the unlikely queen of social media — Martha Stewart — to front a TikTok campaign for its iconic concealer.
The genius move marks Clé de Peau’s debut on the platform, but it’s certainly not Stewart’s first rodeo in terms of content creation. The author and television personality is known (and loved) for her hilarious, provocative, tongue-in-cheek Instagram behaviour — not to mention her beauty, fashion and lifestyle tips.
Stewart is said to be a long-time fan of Clé de Peau Beauté, and the brand’s concealer is the stuff of beauty legend. The video specifically, titled ‘Thirst Trap 101 With Clé de Peau’ see’s Stewart talk through how she produces her perfect selfies, referring to one in particular that went viral last summer:
“First, project fabulous. Next, only conceal where needed… being effortless is key. Now add a touch of gloss, and then say the magic phrase: Clé de Peau”
@marthastewart #ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute
The concealer has been an editor-favourite for years and years, but has recently been renovated to incorporate a smoother consistency.
“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,” Stewart said in a press release accompanying the campaign.
It’s a bold move from the luxury heritage beauty brand, but the millions of views its since garnered also prove it as a stroke of marketing genius.
Keep scrolling for Stewart’s thirst trap-approved concealer.
Clé de Peau Beauté Concealer, $112. SHOP NOW
