Marionnaud — creation of the TikTok account from A to Z for the 40th anniversary of the brand

Creating a TikTok account for a premium brand like Marionnaud is more than just opening a profile and posting videos. It is establishing an identity in a space where the rules are very different from other networks. TikTok promotes authenticity, responsiveness, the ability to surf trends — while remaining consistent with the brand's DNA.

Our first decision: not to play classical Marionnaud. TikTok users are impervious to content that is too slick, too corporate, too “advertising agency”. We built an editorial line that speaks beauty in the tone of TikTok — direct, spontaneous, useful — while maintaining the level of visual requirements that the brand requires.

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What we built

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Esekai took charge of the entire launch of the @marionnaudfrance account: definition of the editorial strategy, design of the TikTok visual charter, writing the scripts for the first videos, shooting and editing, publishing schedule for the first 60 days.

The first contents were designed for the anniversary: boxings from The Its and Box 40 years, contest content, behind the scenes of the shops, highlighting the 40 iconic products selected by Marionnaud. Each video was built with a strong hook and strategic hashtags — #Marionnaud40, #MarionnaudForever, #MarionnaudOnTikTok.

We also produced UGC videos with beauty creators corresponding to Marionnaud's target audience, to provide the account with authentic content from the first weeks.