La Roche-Posay x Keke Palmer

La Roche-Posay launched Melab3 Serum with a mission to address hyperpigmentation and promote inclusivity, leveraging TikTok’s vast reach of over 4.1 billion #hyperpigmentation views. Partnering with Artisan Council and celebrity advocate Keke Palmer, the brand delivered a social first, and more precisely a TikTok-first campaign centered on education and entertainment (edutainment).

Innovation & Edutainment

Keke Palmer, known for her openness about hyperpigmentation from acne scars, became the brand’s first celebrity spokesperson. The campaign’s centerpiece, A Walk With Hyperpigmentation, followed Palmer through a house tour-style video as she prepared for and attended an appointment with dermatologist Dr. Alexis Stephens.

The Results

With Artisan Council’s strategic execution, A Walk With Hyperpigmentation resonated deeply with audiences, amassing over 25M+ views, 320K+ engagements, 19K+ saves, and 4K+ comments. The campaign successfully positioned La Roche-Posay’s MelaB3 Serum as a trusted solution for hyperpigmentation, reinforcing brand credibility while sparking meaningful conversations in the skincare community.

TL:DR

With Artisan Council’s creative and strategic execution, A Walk With Hyperpigmentation seamlessly blended education and entertainment, driving strong engagement featuring celebrity talent Keke Palmer, and reinforcing La Roche-Posay’s MelaB3 Serum as a go-to solution for hyperpigmentation.