Les Laboratoires Pierre Fabre Influencer Marketing Case Study

The Challenge: Making the Case for a New Global Framework 

In early 2025, les Laboratoires Pierre Fabre introduced new global influencer marketing guidelines for all its brands — a move aimed at shifting focus from top-tier VIP creators to smaller, more credible profiles who could deliver trust and connection with consumers.

For the Avène local marketing team, this shift came at a pivotal moment. They were preparing to promote Cleanance ComedoMed Peeling, a hero product in the highly competitive acne-care category.

Influencer marketing had already proven its value at Avène. But this time, success meant more than visibility — it meant proving that the new guidelines could actually improve performance by prioritizing creator relevance and community credibility over follower count.

Internally, there were questions. Would moving away from VIP creators dilute reach? Could smaller creators really deliver commercial outcomes?

“There was real hesitation. But we knew that if we could show performance with this approach, it would set the tone for everything that came next.”  — Clémence Cuenot, Global Influencer Marketing Manager, Laboratoires Pierre Fabre 

The Solution: Activating the Right Voices with Traackr

To meet these new global standards, the Avène France team partnered with Traackr to operationalize the guidelines with rigor and precision.

Thanks to Traackr data, they built a highly targeted creator cohort that aligned with every element of the global framework:

• Audience Demographics: Age between 17–25, primarily based in France
  
  
• Performance metrics: Above benchmark engagement rates for TikTok and Instagram
  
  
• Two Creator Profiles:
  • Skin-journey influencers: creators who suffer from acne and talk about it
  • Skincare experts: non-medical skincare advocates aligned with Avène’s tone and educational values

The platform enabled deep filtering across KPIs and compliance criteria, making it possible to select creators who were both brand-safe and community-relevant. Instead of leading with follower counts and chasing reach, the team prioritized resonance.

"Traackr gave us the ability to easily identify creators who were not just a fit on paper but a true match for our audience and values. That precision gave us the confidence to activate a highly relevant cohort that performed beyond expectations." — Laëtitia Beretti, Influencer Manager, France, Laboratoires Pierre Fabre

How It Was Done: Precision Meets Performance 

Building on this foundation, the team used Traackr to bring the strategy to life, structuring every phase of the rollout for measurable impact.

Key actions included:

• Precision discovery and vetting of 50+ creators using custom filters aligned with France’s compliance and targeting requirements
  
  
• Platform-level strategy using Reels and TikToks to meet Gen Z & Alpha’s content preferences
  
  
• Performance tracking across engagement, impressions, and audience response to optimize in-flight
  
  
• Guideline alignment without sacrificing creativity or content diversity

This was not just a campaign but a blueprint. Designed as a pilot under the new guidelines, the work set out to prove that strategic constraints could actually unlock performance.

The Results: Performance That Changed Perception

Laboratoires Pierre Fabre’s French team delivered one of its top-performing campaigns, exceeding expectations across every metric:

• Outperformed the brand’s benchmark engagement rate by 2x
  
  
• Fourth-highest performing influencer campaign for the France team
  
  
• 3M+ impressions from a focused, relevant creator cohort
  
  
• Delivered a significant increase in market share during the campaign period
  
  
• Product-specific engagement, including comments indicating intent to purchase and questions about use (i.e Where can I buy this?, Is it safe for sensitive skin?, How long before it works?)

Internally, the campaign quieted doubts. It proved that smaller, community-aligned creators could not only match, but exceed, the performance of top-tier influencers.

“This campaign proved the guidelines work. We delivered strong KPIs and reached the right audience, with creators who truly embodied the product's message.”
— Laëtitia Beretti, Influencer Manager, France, Laboratoires Pierre Fabre

The Takeaway

Laboratoires Pierre Fabre’s Cleanance ComedoMed Peeling campaign marked a turning point. It proved that performance doesn’t require VIP-scale reach. It requires credibility, community alignment, and tools that make precision possible.

This matters now more than ever. As influencer marketing becomes a cornerstone for reaching younger generations, brands need more than visibility. They need trust that drives intent, precision that ensures relevance, and performance that can scale across markets. Les Laboratoires Pierre Fabre’s campaign delivered all three and set a new precedent for what strategic influencer marketing can achieve.

This was more than a strong campaign — it was a strategic unlock. It proved that les Laboratoires Pierre Fabre’s 2025 global guidelines are not just compliance guardrails but a blueprint for scalable, performance-driven brand storytelling.

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