# Clé de Peau Beauté: Thirst Trap feat. Martha Stewart

> The advertiser reported 3 billion press impressions from Martha Stewart’s beauty ads.

- Owner: Clé de Peau Beauté
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2022-02-01
- Peak date: Week of Feb 1, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 44 (Notable, provisional), v1.2
- Mechanics: Celebrity amplifier, Visible in use, Transgression, Press loop, Controversy

## Summary

Clé de Peau launched five paid TikToks with Martha Stewart, then cross-posted to Instagram. The campaign reached press and a later New York Times profile. The advertiser reported billions of press impressions and a top-selling concealer.

## Timeline

- 2022-02-01 — Martha Stewart (TikTok) — Stewart posted the paid selfie tutorial at 14:17:56 UTC to her TikTok account.
- 2022-02-01 — Martha Stewart (Instagram) — Stewart cross-posted the campaign video to Instagram as part of the planned launch.
- Week of Feb 1, 2022 — Launch-week press (Press) — Coverage clustered in the launch week across Glossy, Allure, The Independent and E! News.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/cle-de-peau-martha-stewart-thirst-trap

Cite as: How It Spread (2026). “Clé de Peau Beauté: Thirst Trap feat. Martha Stewart.” Case HIS-00507. Spread Score v1.2: 44/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00507