Case Study: Eau Thermale Avène achieves broader organic reach and authentic high-engagement influencer relationships with Traackr

How skincare brand, Eau Thermale Avène harnessed traditional word-of-mouth marketing in a digital context using an “always-on” influencer strategy

Eau Thermale Avène, a Pierre Fabre dermocosmetics brand for sensitive skin, relied on strong traditional word-of-mouth but needed to broaden its reach beyond geographically limited referrals. The challenge was to build authentic, values-aligned online awareness without sacrificing the human connection that made the brand trusted.

Avène implemented an “always-on” influencer program guided by a “do less, but better” philosophy—trusting creators with creative control, prioritizing transparency and collaboration, and focusing on mid-tier “Magic Mid” influencers with high engagement. Using Traackr to find, vet, manage and measure partners, the brand achieved 430 influencer mentions in 2020 (with only 30 paid campaigns), driving a 260% increase in engagements and a 300% increase in reach versus 2019.

Eau Thermale Avène