Avène Case Study

Social Media  ·  Content Strategy  ·  Multi-Platform Paid Advertising

About Avène

Bringing a world-renowned skincare brand to life across the Middle East.

Eau Thermale Avène the globally trusted French dermatological skincare brand approached us to lead their brand presence and market expansion across the Middle East. With a heritage built on the healing properties of Avène Thermal Spring Water and a strong international reputation in sensitive skin care, the brand needed a partner who could translate that authority into local relevance.

They required a localised social media strategy built to engage Arab audiences authentically, paired with a performance-driven paid media engine spanning five platforms all working together to increase brand awareness, drive engagement, and convert interest into sales across KSA and UAE.

The Challenge

Global prestige. Local gap.

Avène’s brand equity is exceptional globally but the Middle East market demanded more than a translated version of Western campaigns. Winning in KSA and UAE required a fundamentally different approach:

Audiences

Arabic-speaking audiences expected skincare content that spoke directly to regional beauty concerns including sun protection in extreme climates, humidity-proof hydration, and sensitivity triggers common in the region

Competitive

The competitive skincare market in KSA and UAE is crowded, with both international and local brands competing aggressively for share of voice across social and search

Avène's paid media

Avène’s paid media needed to span five distinct platforms Noon Ads, Meta, Google, YouTube, and TikTok each with different audience behaviours, content formats, and optimisation logic

Campaigns

Campaigns needed to serve three distinct objectives simultaneously: building brand awareness, driving engagement, and converting sales without diluting any single goal

Content

Content had to be culturally resonant, linguistically accurate, and visually consistent with Avène’s premium brand identity across every channel

Our Approach

A localised brand strategy powered by a five-platform media engine.

We built Avène’s Middle East presence from two directions simultaneously: a culturally intelligent content programme that made the brand feel native to the region, and a tightly structured multi-platform paid strategy designed to move audiences from awareness through to purchase.

Every piece of content and every dirham of ad spend was coordinated across the full funnel awareness, engagement, and conversion ensuring Avène reached the right audiences at the right moment with the right message.

The Process

We executed an integrated paid media strategy across Google Ads and Meta, structured around audience segmentation, intent capture, and ongoing optimisation:

01

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Social Media & Content Strategy

We developed and managed a comprehensive, always-on content programme designed to build Avène’s community and brand authority across the region.

 

  • Built monthly social media content calendars aligned to seasonal skincare priorities Ramadan hydration campaigns, summer suncare pushes, and winter sensitivity flare-up awareness
  • Produced Arabic-language content tailored to the nuances of Gulf dialect and regional beauty culture, ensuring copy felt native rather than translated
  • Curated content pillars spanning education, product spotlights, skincare routines, dermatologist tips, and user engagement formats
  • Designed visually consistent creative assets that upheld Avène’s premium brand identity while adapting aesthetics to regional platform preferences
  • Managed community engagement responding to comments and messages to build genuine audience relationships and brand trust
  • Tracked content performance monthly, iterating the calendar based on engagement data to continuously improve reach and resonance
02

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Multi-Platform Paid Advertising

We ran a fully integrated paid media programme across five platforms, structured around three campaign objectives that worked in concert across the full marketing funnel.

Noon Ads Marketplace Conversion

Avène’s presence on Noon, the region’s leading e-commerce marketplace required a separate, commerce-specific strategy.

 

  • Ran Noon-native sponsored product and brand campaigns targeting shoppers actively browsing skincare and dermatology categories
  • Optimised product listing visibility for Avène’s hero SKUs thermal water, hydrating creams, and suncare within Noon’s search and category pages
  • Structured campaigns around purchase-intent moments, ensuring Avène appeared at the point of decision for high-converting skincare searches

 

Meta Ads Awareness, Engagement & Retargeting

Meta served as the cornerstone of Avène’s social paid strategy, running across all three funnel objectives simultaneously.

  • Launched top-of-funnel brand awareness campaigns targeting broad, interest-based audiences across KSA and UAE with video and carousel formats
  • Ran engagement campaigns amplifying high-performing organic content to grow community reach and brand interaction
  • Built retargeting funnels to re-engage website visitors, video viewers, and social engagers with product-focused conversion creative
  • Developed Arabic-language ad creative including copy and visuals adapted for regional cultural sensitivities and beauty preferences
  • A/B tested audience segments, creative formats, and offer messaging to continuously improve cost per result across all objectives

 

Google Ads Search & Shopping

We captured high-intent purchase and research queries across the GCC with a structured Search and Shopping campaign architecture.

  • Built tightly themed Search campaigns targeting branded, category, and competitor-adjacent queries for Avène’s core product lines
  • Launched Shopping campaigns to drive direct product page traffic for users ready to purchase
  • Implemented negative keyword management to protect budget from low-intent and irrelevant queries
  • Managed bidding strategy against cost-per-conversion targets, optimising efficiency over the campaign lifecycle

 

YouTube Ads Brand Building Through Video

YouTube provided the platform for Avène’s deeper brand storytelling communicating the science and heritage behind the products to audiences with longer attention spans.

  • Produced and ran skippable in-stream and bumper ad formats targeted at skincare-interested audiences across KSA and UAE
  • Used YouTube’s audience targeting to reach viewers of dermatology, beauty, and skincare content placing Avène alongside contextually relevant content
  • Retargeted YouTube video viewers with follow-up ads on other Google properties to maintain brand presence through the consideration phase

TikTok Ads Reaching the Next Generation

TikTok was the platform for reaching younger, digitally native audiences in the region and driving high-volume brand awareness through native-feel video content.

  • Created TikTok-native ad creative fast-paced, authentic, and format-appropriate that integrated naturally into the feed without feeling disruptive
  • Ran TopView and In-Feed awareness campaigns targeting GCC-based audiences with an interest in skincare, beauty, and wellness
  • Leveraged TikTok’s interest and behaviour targeting to reach users discovering new skincare brands and actively engaging with beauty content
  • Monitored view-through rates, engagement metrics, and profile visits to optimise creative and targeting in real time
03

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Meta Paid Advertising

We ran targeted Meta campaigns focused on one goal: getting qualified leads through the door.

  • Launched offer-driven campaigns promoting the center’s treatments and packages to relevant local audiences
  • Developed ad creative copy and visuals designed to stop the scroll and drive direct enquiries and bookings
  • Optimised targeting to reach users in the center’s catchment area with demonstrated interest in beauty, wellness, and aesthetic treatments
  • Monitored campaign performance continuously, refining audiences and creative to lower cost per lead over time

The Results

| Paid Ads

2x

Increase in ROAS from Meta ads

44%

Reduction in Cost per Acquisition

19%

Increase in brand Search volume

| Social Media

1.5x

Increase in Followers

54%

Increase in Engagement Rate

+234%

Increase in views

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