Keke Palmer closed out her ‘Keke Palmer, Chief La Roche-Posay Officer’ branded series this week with a genuinely funny move. She stepped aside so the moisturizer could take the spotlight. On Instagram, her caption laid it all out: “Not them stressing cause I don’t wanna be in the post.” She followed it up by declaring the real star: “Hyalu B5 Cream deserves the spotlight, It’s the star of the show!”
That’s classic Keke. She has built a reputation for making social media feel relaxed and fun, and that energy carries into brand work too. The joke lands. It sounds exactly like something she’d say without a camera running.
The ‘Keke Palmer, Chief La Roche-Posay Officer’ series ran across multiple episodes. The premise gave Keke a semi-fictional “Chief Officer” title with the French skincare label, creating a playful through-line for the campaign. It was the kind of setup that let her personality carry the content rather than just appear in it. The final episode is now out and available to watch in full.
On the creative side, collaborators mickyygordon and dermangelo were part of the team. Both were tagged in the final post alongside La Roche-Posay’s main account and their US-specific account.
The product front and center throughout was the Hyalu B5 Cream. La Roche-Posay is a French skincare brand with a long history of dermatologist-recommended formulas, particularly for sensitive skin. The Hyalu B5 Cream focuses on hyaluronic acid for hydration. It’s one of the brand’s most recognized products, and it got a proper send-off in this final episode.
The finale post earned 7,896 likes on Instagram. That’s solid for a branded campaign. Sponsored content often sees lower engagement than personal posts. That number holds up well for a campaign closer.
Keke Palmer has been in entertainment for most of her life. She got her first major break with the 2006 film Akeelah and the Bee and has been working steadily in film and television ever since. She’s also developed a genuine social media following over the years. Her style is direct and funny, and it comes through the same way in personal posts and brand campaigns.
La Roche-Posay clearly found a good partner here. A campaign built around Keke’s personality and self-deprecating humor gave the brand something that feels watchable and fun from start to finish. The finale lands on the same upbeat note the whole series started on.
She closed out the caption with a friendly nudge: “Have you watched the final episode of ‘Keke Palmer, Chief La Roche Posay Officer’? Don’t miss it!”
The Hyalu B5 Cream got its moment. Keke made sure of that.
