Cosmic for
Fra
Cosmic for
Avène, a leading skincare brand known for its dermatological expertise and sensitive-skin solutions, aimed to enhance the effectiveness of its media campaigns by increasing audience attention and content retention.
Together with COSMIC, the brand set out to evolve its content strategy by integrating more authentic, creator-led formats, with the goal of improving engagement and reducing ad fatigue compared to traditional branded assets.
The approach focused on capitalizing on the audience’s natural receptiveness to “influence-like” content, featuring creators who reflect the target audience and share similar skincare concerns. This allowed us to deliver messages in a more authentic and credible way, while reducing the typical resistance associated with traditional advertising.
Through creator-led storytelling, the product was integrated into real-life contexts, making the communication more human, relatable, and trust-driven. This shift enabled Avène to move away from classic advertising formats and become part of the everyday conversation on TikTok.