Avène x Kingfluencers Campaign

Sun protection has an unusual marketing problem: the competition is not another brand but the decision to skip it, and that decision is usually made because sunscreen is remembered as heavy, greasy or slow. Eau Thermale Avène, part of Pierre Fabre, was launching two products built specifically against that memory, the Ultra-Fluid Invisible SPF50 and the Ultra-Fluid Perfector SPF50+, both claiming absorption in one second and a weightless finish. Kingfluencers, a partner since 2019, worked from the view that a texture claim has to be seen in use rather than stated.

The campaign ran as #SunSecrets, with the line "A second is short, isn't it?" turning the absorption speed into the organising idea. Four creators, two micro and two mid-tier, published seven posts on Instagram and TikTok over a single month. The formats were deliberately ordinary, skincare routines, vlogs and testimonials, so the product appeared inside an existing daily sequence instead of in a dedicated demonstration. A call to action asked followers to try it and enter a giveaway.

Choosing a one-second claim as the creative spine meant the content had a concrete thing to prove on camera, which is a narrower and more testable promise than the general reassurance sun care advertising usually offers.

Kingfluencers reports 366K impressions, 330K reach and 2.8K engagements at a 2.6% engagement rate, from seven posts. Avène's digital marketing manager at Pierre Fabre is quoted endorsing the content quality. All figures are self-reported on the agency's own case page, with no split between the two products or the two platforms, and no sell-through data to indicate whether the campaign moved purchase.