Eau Thermale Avène

The Challenge: Reinforcing Leadership of Heritage French Skincare Brand in Sun Care Innovation

Since 2007, Eau Thermale Avène, world-renowned for its dedication to sensitive skin, has trusted Karen Oliver and Associates to leverage their position as the #1 dermo-cosmetic skincare brand in European pharmacies to broaden awareness and build buzz in the US.

 

Through the power of long-standing, targeted media relations, strategic initiatives, press events, influencer partnerships and social media campaigns, KO&A has succeeded in strengthening brand equity, garnering media coverage across print, digital and broadcast channels  and increasing share of voice to drive sales in the brand’s American market.

 

Drawing on their expertise in connecting brands to their target audiences with creative storytelling, compelling content and memorable, engaging experiences, Karen Oliver and Associates was well positioned to highlight Avène’s legacy as innovators in sun protection gentle enough for the most sensitive skin when the brand launched its state-of-the-art  Sun Care collection. The launch marked the first time Avène had formulated sun protection products to meet the specific needs of the US market.

 

Our mission was to tap into Avène’s 270+ years’ history as the source of soothing solutions for sensitive skin, founded on the proven restoring, calming and skin-softening benefits of its unique thermal water, to launch its buzz-worthy innovation in sun care—the biggest segment for the brand worldwide—with two NEW exceptional, highly efficacious ranges of ultra-safe, ultra-gentle, hydrating, high protection sun care formulas, all formulated to meet today’s consumer demand for both efficacy and safety. 

 

We needed a strategy to shine a spotlight on Avène’s singular new sunscreen offerings— a classic range with non-irritating chemical filters and a mineral range with 100% mineral filters for skin intolerant of chemical filters and fragrance—to make them stand out in a crowded, highly competitive market.

 

Strategy

 

Karen Oliver and Associates designed and executed a targeted, multi-phased public relations campaign to build buzz and generate maximum awareness of Avène’s commitment to providing innovative sun care products—all infused with the brand’s signature Avène Thermal Spring Water, that guarantee the well-being and safety of consumers. 

 

Tactics

 

Key members of the media from highly influential print and digital outlets braved the fierce winter weather to attend our exclusive, first-ever Avène Sun-Safe Pool Party for the unveiling of the new sun care collections. Turn-out was 100%!

 

On one of the coldest days of the year, Karen Oliver and Associates transformed the Spa Atrium at ultra-hip hotel THE OUT NYC into a sunny, South-of-France-inspired pool-side destination, where we reinforced Avène’s outstanding leadership in the realm of safe, skin-soothing and highly efficacious sun care.

 

To keep the pool party vibe going strong, following one-on-one meetings with the Avène marketing team for downloads on the advanced, innovative sunscreens in each range, editors had the opportunity to stop by the pool-side cabanas for a special experience: a private consultation and fitting for a bespoke vintage-inspired swimsuit from our special guest, swimsuit designer extraordinaire Lori Coulter, founder and designer of Lori Coulter Made-to-Order Swimwear.

 

The tie-in: Just as Lori Coulter has the perfect custom-designed swimsuit to fit every body type, Avène has the perfect multi-tasking sunscreen to fit every skin care need—from long-lasting hydration to powerful defense against free radicals to high protection without irritation for the most sensitive skin.

 

To further amplify and support the launch, Karen Oliver and Associates followed the successful event with an extensive mailing of both Avène Sun Care ranges to 150 additional media outlets and influencers as well as a targeted e-blast campaign.

 

Results

 

The Avène Sun Care launch garnered significant coverage across print, digital and broadcast channels, positioning both new ranges as the ultimate in soothing, safe, maximum protection sunscreen formulas.

Total Placements (Print / Digital / Broadcast): 150+

Total Ad Equivalency Value: $3.5M+