C’est Moi’s Collaboration With Actress And Influencer Liza Koshy Is Paying Off

Almost two months ago, teen-oriented clean beauty brand C’est Moi unleashed its celebratory capsule collection, One of One, with 24-year-old actress, producer and influencer Liza Koshy. 

So far, the brand’s debut merchandise collaboration has netted strong results. Since its launch, Jakks Pacific Inc.-owned C’est Moi’s sales have jumped over 160%. Koshy, who initially became famous posting funny videos on Vine, and has gone on to star in the series “Freakish” and “Liza on Demand,” and films “Boo! A Madea Halloween” and “Work It,” has a combined 61.6 million followers across TikTok, YouTube and Instagram. She became C’est Moi’s first brand ambassador last year after receiving a public relations gift from the brand and falling hard for it. 

C’est Moi’s social media engagement has risen nearly 20% due to its “Party of One” campaign for One of One premiering in November across social channels. The brand has fashioned unique content for each platform, including tutorials for YouTube, professional-grade campaign commercials and still images on Instagram, and humor- and trend-driven TikTok videos. Discounts and contests have helped fuel consumer interaction. 

Koshy has leveraged traditional press by producing tutorials for outlets like Vogue, Allure and Refinery29 that live on the media outlets’ YouTube accounts. YouTube has been C’est Moi’s greatest sales converter, and roughly 40% of C’est Moi’s website traffic comes from the platform. Koshy has 17.8 million YouTube subscribers alone. “It is really exciting to watch as we release new content, and layer in all of the incredible press that the collection and collaboration continue to receive,” says Jennifer Saul, SVP of marketing for C’est Moi.

The extensive One of One collection contains multipurpose skincare and makeup products priced from $9 to $42 that are clean, dermatologist-tested, vegan, hypoallergenic, fragrance-free and EWG-verified. Among them are F(ace) Balm Cleansing Duo, Milk It Shimmering Hydrafluid, Face Off Exfoliating Mask, Think Twice Eyeliner Pencil and Flash Please Liquid Highlighter. C’est Moi and Koshy don’t shy away from going bold with the products. Koshy often wears striking eye makeup, a habit that’s especially relevant since coronavirus-related face mask wearing has moved attention from the lips to the eyes. 

“Liza’s audience is synonymous with who we create our products for.” 

Koshy connects to C’est Moi’s products because she can pronounce a majority of the ingredients on its labels. Her enthusiasm for clean beauty developed after struggling with sensitive skin for the past several years. More than 80% of Koshy’s fan base consists of members of gen Z aged 16 to 24, a crucial target demographic for C’est Moi. Saul says, “Liza’s audience is synonymous with who we create our products for.” 

Koshy believes brand partnerships with creators have the highest chance of success when brands allow creators to produce content that feels natural and is filled with free-spirited, off-the-cuff energy. “As a creator, I always want to live up to my title,” she says. “I would encourage brands to allow creators to dig in, and cook up the recipe and approach they know will engage their audience. Of course, collaborating is an opportunity for both the brand and creator to grow.” 

While it’s important for her tutorials and vignettes to not be forced, Koshy isn’t opposed to guidance from a brand partner. “I have always enjoyed understanding the expectations, themes and ‘bones’ of a final end product, and finding my voice and creative approach for my content from there,” she says, adding, “We know what your marketing looks like when you do it alone, and a creator will bring their new perspective and voice to it.” 

For budding creators hoping to make an impact with potential brand partnerships, Koshy advises taking unique perspectives on collaborations. “Don’t lose the value and power of your voice by imitating another,” she says. She also emphasizes that creators shouldn’t be afraid to strike deals with brands that will resonate with their followers and should let those followers in on the process. “Creating One of One has been a huge step for me and owning my own journey,” says Koshy. “I’ve always loved makeup and skincare, and I’m embracing my new role within the beauty community.”

In 2021, Saul says C’est Moi will focus heavily on TikTok, Instagram Shopping and Facebook, and double down on relationships with Ipsy and FabFitFun. The One of One collection is sold on the brand’s site and Amazon. Its permanent collection is available at CVS stores, Target locations and Target’s e-commerce destination.