Gen Z has a juggernaut of a new beauty influencer: Martha Stewart, age 80. In February, the world’s most celebrated domesticity virtuoso went viral with five startlingly sassy, coquettish, goofy, rambunctious video ads she made with Clé de Peau, the Japanese skin care and makeup company, for that online stronghold of 13- to 25-year olds, TikTok. In the first seven weeks after the videos were posted on TikTok and Instagram, they had 78 million views.
The most watched of these ads, shot in Ms. Stewart’s kitchen and bathroom, begins with her saying, “I hear you’re looking for the perfect recipe for hydrated skin.” It has been viewed 47.9 million times.
