Clé de Peau Beauté has a new face.
The Shiseido-owned brand of luxe skin care and makeup has tapped actress Felicity Jones as global brand face — her first print and digital campaign for the brand is to launch in the U.S., Canada, Asia and travel retail in January. The campaign is meant to reintroduce consumers to La Crème, Clé de Peau’s signature antiaging cream, and reinforce it as the star product in the brand’s portfolio.
Clé de Peau Beauté La Crème
In her role, Jones will replace Amanda Seyfried, who was named Clé de Peau brand muse and global spokesperson in 2010. Seyfried’s last campaign was for the 2017 holiday season. Jones is perhaps best known for her role as Jane Wilde, Stephen Hawking’s ex-wife, in Hawking’s biopic “The Theory of Everything” — for which she was nominated an Academy Award.
Jones’ appointment marks a turning point for the 35-year-old Clé de Peau, which in January will begin to unfurl a long-awaited relaunch designed to spread brand awareness in markets outside of its native Japan. The relaunch is rooted in Shiseido chief executive officer Masahiko Uotani’s Vision 2020 strategic plan, which aims to grow the overall company to $10 billion in sales annually by