[3] This premiumization tactic aimed to enhance consumer perception of quality through the product's implied country of origin in addition to Japanese standards.
[2] In 2012, Clé de Peau Beauté announced a new brand campaign with Amanda Seyfried as its new face and the slogan "The Radiance of Joy".
The brand included the launch of a series of high-tech innovations which it introduced aiming to balance its product appeal between color and skincare across different markets.
[6][7][8][9] In 2022, as part of its 40th anniversary celebration, Clé de Peau Beauté announced Dakota Fanning, Diana Silvers, and Ella Balinska as its newest ambassadors.
[10][11] Serena Williams, Kate Hudson, Rosie Huntington-Whiteley, Emma Roberts, and Chrissy Teigen are among the celebrities reported to be fans of the brand.