AVÈNE – #THEREALESTAD

Beauty Avène France

THE BRIEF

The promise of Avène’s new Cleanance Comedomed Peeling Cream is clear: it reduces breakouts by 92% in just 15 days. But how do you prove this authentically to a Gen Z audience that has lost all trust in traditional advertising?

OUR SOLUTION

Classic “Before/After” ads no longer convince younger generations, who are hyper-aware of Photoshop, filters, and AI. We chose to meet them on BeReal – a platform built on transparency where 82% of the user base is Gen Z.

On BeReal, there are no filters, no retouching, and no time to prepare. To prove that Avène works in the real world, three beauty creators posted a photo every single day at the exact moment the “Time to BeReal” notification hit. For 15 days, they revealed their skin’s genuine transformation.

No ring lights, no makeup, no edits. Just realness.

EXECUTION

Every daily post was compiled to create the first 100% real “Before/After” ad, documenting the influencers’ 15-day journey and the visible results of the cream.

Since 78% of Gen Z trust brands that communicate authentically (Kantar TNS), #TheRealestAd leveraged the platform’s unique constraints: one photo per day at a random, unscripted time. With no possibility of “cheating,” BeReal became the ultimate environment to showcase product efficacy using the social codes and behaviours that resonate most with this generation.

RESULTS

This innovative approach challenged traditional beauty marketing, shifting the narrative from staged perfection to genuine transformation. By prioritising credibility over curation, Avène redefined skincare storytelling.

When it comes to Gen Z, creating a real ad creates a real impact.