Marionnaud
Marionnaud: building the TikTok account from scratch for the brand's 40th anniversary
The challenge: what Marionnaud set out to achieve
Marionnaud is one of France's leading perfume and cosmetics retailers. Founded in Montreuil in 1984, the chain has spent four decades becoming a key player in European beauty, with more than 700 stores.
In 2024, Marionnaud celebrates its 40th anniversary. An anniversary shaping up to be as much a moment of transformation as of celebration. The brand isn't just looking in the rear-view mirror, it is preparing its next chapter. And that chapter is largely playing out on TikTok.
Despite an established presence on Instagram, Marionnaud did not yet have a TikTok account. It was a platform the brand could no longer ignore: it is where 18 to 35 year olds now discover beauty products, trends and new brands.
Why they contacted Esekai
The 40th anniversary challenge
The anniversary was the perfect moment to make the shift. Marionnaud wanted to launch its official TikTok account as part of its 40th anniversary programme, with a clear ambition: to make the launch an event, not a quiet start.
Esekai was tasked with building and launching the @marionnaudfrance TikTok account from scratch: content strategy, editorial line, production of the first videos, visual style and management of the first weeks of publishing.
What we put in place
Creating a TikTok account for a premium brand like Marionnaud isn't simply about opening a profile and posting videos. It means establishing an identity in a space where the rules are very different from other networks. TikTok rewards authenticity, responsiveness and the ability to ride trends, all while staying true to the brand's DNA.
Our first decision: not to do classic Marionnaud. TikTok users tune out content that is too polished, too corporate, too “ad agency”. We built an editorial line that talks beauty in TikTok's tone, direct, spontaneous and useful, while keeping the visual standards the brand demands.
What we built
Esekai handled the entire launch of the @marionnaudfrance account: editorial strategy, TikTok visual guidelines, scripts for the first videos, filming and editing, and a publishing calendar for the first 60 days.
The first pieces of content were designed around the anniversary: an unboxing of the 40th anniversary It Box, giveaway content, behind the scenes in the stores, and a spotlight on the 40 iconic products selected by Marionnaud. Every video was built around a strong hook and strategic hashtags: #Marionnaud40, #MarionnaudForever, #MarionnaudOnTikTok.
We also produced UGC videos with beauty creators matching Marionnaud's target audience, to feed the account with authentic content from the very first weeks.
The videos we produced
Click to turn on the soundWhat it delivered
The launch of Marionnaud's TikTok account was included in the official coverage of the chain's 40th anniversary events, and picked up by several national beauty and marketing media outlets.
What this media coverage means
When the launch of a TikTok account gets mentioned in the press coverage of a brand anniversary, it is no accident. It shows the launch strategy was strong enough to become an event in its own right.
The @marionnaudfrance account did not arrive quietly on the platform. It arrived with a strong cultural moment (the 40th anniversary), content that matched TikTok's codes and an instantly recognisable visual identity.
Services used
TikTok account creation and launch · Editorial strategy · UGC production · Creative Ads Meta Ads · Editing and publishing management
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