Meet Eau Thermale Àvene

Eau Thermale Avène, part of the Pierre Fabre Group, is a leading French dermo-cosmetic brand trusted by consumers and healthcare professionals worldwide.

Rooted in the soothing and scientifically proven properties of Avène Thermal Spring Water, the brand has built a strong reputation for innovation in skincare.

With products developed and manufactured in France and a presence in over 120 countries, Avène combines dermatological expertise with a mission to care for sensitive skin and promote daily protection.

The challenge

Eau Thermale Avène teamed up with Seedtag, the global leader in neuro-contextual advertising, and agency partner Spark Foundry to deliver a clear, essential message: sun protection isn’t just for summer.

Many underestimate the impact of UV exposure during colder months, yet Avène aimed to shift behavior by making sun care a year-long ritual. The task: transform seasonal routines into daily habits through strategic advertising that feels naturally embedded in consumers’ editorial experiences.

The solution

Eau Thermale Avène and Seedtag deployed the Contextual Branded Video (CBV) format, a responsive blend of image and video designed to adapt seamlessly across screen sizes and editorial placements. The creative highlighted Avène’s Ultra Fluid Invisible SPF50 and Sensitive Areas Stick SPF50, ensuring immersive, context-aware integration.

Whether consumers were planning ski trips, browsing mountain packing guides, or reading winter skincare content, the CBV ads appeared as part of the editorial flow, reinforcing the message that sun protection is essential year-round. Seedtag’s generative AI further personalized the creatives, aligning the brand story with each consumer’s content journey.

The campaign achieved exceptional results across key contexts:

• Travel: VTR 83% with 86% visibility.
• Sun Care: VTR 82% with 80% visibility.
• Skincare: VTR 83% with 87% visibility.

These strong engagement metrics translated into significant brand impact: spontaneous brand awareness increased by 12 points, top-of-mind awareness rose by 11 points, message association climbed by 8 points, and purchase intent lifted by 1 point.

By integrating emotionally engaging creatives into highly relevant editorial contexts, the campaign successfully captured user attention and reinforced Avène’s central message: daily sun protection is essential, no matter the season.