Shiseido USA has joined social networking site Snapchat. The Japanese cosmetics brand hosted popular blogger Jen Chae, owner of From Head to Toe, on January 14 to drive traffic to its new account.

Chae’s takeover was themed with the hashtag #DayWithJenChae, and included styled images and snippets from her daily life.

The takeover has become a popular means by which to draw attention to branded social media sites, with several celebrities and ambassadors participating in takeovers to build audiences.