Watch · Clé de Peau × Martha Stewart — The Thirst Trap
Watch · Clé de Peau × Martha Stewart — The Thirst Trap
A prestige Japanese beauty house wanted TikTok without the cringe. So our HAUS OF SÔS team put Martha Stewart in the language of the feed, and turned a celebrated partnership into category dominance.
Clé de Peau Beauté sells a seventy-five-dollar concealer and a three-hundred-dollar moisturizer.
A luxury house built on restraint, asked to win on the loudest, fastest, most irreverent platform in the world. Most prestige brands either ignore TikTok or embarrass themselves on it.
The brief was the hardest kind. Show up native, sell at full price, and never once look like the brand is trying too hard.
I had the data. Gen Z is obsessed with the groovy grannies and the silver foxes. Grandmothers and teenagers share a psychographic: both are tastemakers, both have time and taste, both explore.
So we met in the middle. We made Martha Stewart the most native thing on the feed, a summer thirst trap that stayed unmistakably her and unmistakably Clé de Peau.
Five hero assets. Built to feel born on the platform, never adapted to it.
→ Find the cultural overlap, in the data
→ Cast the icon, not the influencer
→ Write for the feed, not the brand book
→ Five hero assets, platform-native
→ Full price, zero cringe
→ Produced end to end by HAUS OF SÔS
The campaign broke records the house had never touched, including its highest website traffic and commerce since launch. The work was shortlisted at Cannes Lions and went on to win twelve global awards.
We made a heritage house the most native thing on the feed.