Submitted by Artisan Council

La Roche-Posay A Walk With Hyperpigmentation TikTok Campaign

Influencer Marketing

Artisan Council built a TikTok-first edutainment campaign with Keke Palmer for the La Roche-Posay MelaB3 Serum launch, which the agency reports generated 25M+ views.

25M+Views
320K+Engagements
19K+Saves
4K+Comments

Case in 60 seconds

La Roche-Posay was launching MelaB3 Serum with a mission to address hyperpigmentation and promote inclusivity, so the launch had to earn trust inside a TikTok conversation about the condition that was already running rather than introduce the topic cold.

The campaign turns on Keke Palmer's openness about hyperpigmentation from acne scars, because an audience weighing a skincare claim takes education more readily from someone who has lived the condition than from a brand speaking alone.

The organizing thesis was edutainment, a TikTok-first campaign that treated hyperpigmentation education as entertainment, so Keke Palmer's own skincare journey carried the MelaB3 Serum launch rather than a conventional product message.

Keke Palmer became the brand's first celebrity spokesperson and fronted A Walk With Hyperpigmentation, a house tour-style video following her as she prepared for and attended an appointment with dermatologist Dr. Alexis Stephens. The page embeds Instagram posts from @larocheposay and @keke alongside the TikTok-first plan.

Artisan Council reports that A Walk With Hyperpigmentation amassed 25M+ views, 320K+ engagements, 19K+ saves and 4K+ comments, and the agency credits it with positioning MelaB3 Serum as a trusted solution for hyperpigmentation.

Strategy Breakdown

People dealing with hyperpigmentation and the skincare community on TikTok already discussing it, reached through a launch mission the page ties to inclusivity.
Hyperpigmentation treatment is a category where the people living with the condition judge the claims, and the brand's inclusivity mission meant the launch had to speak with them rather than about them.
La Roche-Posay cast itself as the educator on hyperpigmentation, pairing a celebrity spokesperson with a dermatologist so that the brand informed the conversation rather than selling into it.
Skincare education travels further when it arrives as entertainment, which is why the page places edutainment at the centre of the TikTok-first plan and credits it with community-led conversation.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Artisan Council

Creator role

  • Keke Palmer — creator

Results & Evidence

MetricValue
Views25M+ views
Engagements320K+ engagements
Saves19K+ saves
Comments4K+ comments

Why Artisan Council's strategy worked

  1. 1

    A spokesperson whose public history matches the product's purpose gives a launch credibility that a paid endorsement alone does not, because the audience already knows her story before the product enters it.

  2. 2

    Framing a dermatologist appointment as a house tour-style video turns clinical education into watchable content, so the expert voice supports the celebrity rather than competing with her for attention.

  3. 3

    A launch built on a topic TikTok audiences already follow joins an existing conversation rather than having to create one, which suits the community-led conversation the page describes.

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