Martha's first-ever beauty campaign.The $75 hero concealer, ranked #1 in its category.
The brief was sales, not awareness. Launch the hero concealer on TikTok and move product, without touching price or diluting the house.
Discount and you cheapen the house. Stay aloof and the platform ignores you. The work had to do both at once.
By 2021 the feed had fallen for a new icon: older, self-expressive, culturally fluent. When Martha's poolside selfie broke the internet, the audience was already primed for the figure we wanted on a luxury concealer.
Name the moment. Translate it into native platform language. Cast it to the right personality. Martha was not decoration on the idea. She was the idea.
Riding the summer's transformation trend meant licensing the song behind it. Instead we commissioned our own: same energy, same cadence, fully owned.
We made a heritage house the most native thing on the feed.