THE REALEST AD

WE ARE SOCIAL FRANCE Vincent Reynaud-Lacroze, Managing Director William Regitz, Deputy General Manager Jean-Baptiste Bourgeois, Associate director / Head of Strategy Charlotte Rouart, Creative director Renaud Arnaudet, Creative director Lucas Bogatchevsky, Senior Art director Alexandre Veillon, Copywriter Kevin Pasquier, Senior strategic planner  Fanny Bonodot, Head of influence Alice Goy, Junior influence manager  Loubna Harifi, Group account director Chafia Benosmane, Account director Linda Lopinto, Account manager Théa Fhal, Junior media account manager

The promise of Avène’s new Cleanance Comedomed Peeling cream is clear: it reduces 92% of pimple breakouts in just 15 days. But how can this be proven authentically to a Gen Z audience that no longer trusts traditional advertising? The classic Before/After ads no longer convince younger generations, who are well aware of images edited with Photoshop, filters, or AI. Avène has chosen to invest in a platform that resonates with Gen Z, focused on transparency and authenticity, for the first before-after campaign that shows unfiltered real-time results... on BeReal ! BeReal is the most authentic app, currently with 25 million users worldwide (around 12 million in the US and 4.6 million in France). Among these users, 82% belong to Generation Z, demonstrating this age group's massive adoption of the app, attracted by its authenticity and spontaneity. On BeReal, there are no filters, no retouching, no time to prepare.To convince a whole generation that our anti-acne cream works for real, 3 beauty content creators posted everyday a photo at the exact moment BeReal notified them, revealing real skin changes throughout the 15 days campaign. No ring light, no makeup, no edit… Just realness.  Each BeReal post was compiled to create the first 100% real Before/After ad, to summarise the 15-day experience of our influencers and the amazing results of Avène cream.  Because 78% of GenZ trust a brand if they feel that the communication is authentic (KantarTNS), The Realest Ad campaign leverages the unique features of BeReal, the app dedicated to content that stays as close to reality as possible. BeReal only allows users to post one photo per day, at a random time chosen by the platform itself. No cheating possible. This makes it the perfect space to showcase the effectiveness of Avène’s new anti-pimple cream—using social media codes, behaviors, and formats that truly resonate with Gen Z. This innovative approach challenged traditional beauty marketing, shifting the narrative from staged perfection to genuine transformation. By meeting Gen Z where they engage most on a platform designed for realness, Avène captivated attention and redefined credibility in skincare.   That operation went beyond our expectations and delivered strong results, fully aligning with our reach and awareness objectives. Our product went viral and went out of stock in most online shops. With 1.4M reach on BeReal in just 15 days, we successfully boosted brand awareness while driving 15 000 link clicks to the product page.  1 in 4 French GenZers saw the campaign, generating 45 million impressions.  BeReal’s authentic and exclusive nature made it ideal for reaching a highly engaged GenZ audience - 89% were 18-27 yo. While the platform currently lacks engagement metrics like likes or comments, its low ad saturation ensures high visibility and impact, making it a premium space for us to showcase our brand storytelling. Our campaign not only drove great visibility but also sparked organic conversations beyond the platform. Because when it comes to genZ, creating a real ad can create a real impact.