Two years after their first collaboration, Michou and Avène are teaming up again. For the 2026 back-to-school season, the creator is reuniting with the dermatological brand to address a topic that goes far beyond skincare: self-confidence.
A partnership with history
In 2024, Michou had already lent his image to Avène to promote Cleanance Comedomed Peeling, a range designed for acne-prone skin. This first collaboration notably included a major billboard campaign in Paris.
Two years later, the brand has chosen to continue this journey with the creator. It’s a clear strategic choice: to reach younger generations through a face they know and can relate to.
And this time, the message goes beyond the product. Avène wants to highlight the importance of taking care of your skin to feel good in your daily life and boost your self-confidence.
A campaign that engages the community
For this new initiative, Avène and Michou aren't just sticking to a standard campaign. The creator is bringing his community directly into the project.
On his social media channels, Michou launched a casting call, inviting his adult followers to participate in a video filmed with the brand. This approach turns the community into an active part of the campaign, with several prizes to be won.
Filming will take place soon, with a release scheduled shortly on his YouTube channel.
When influence stands the test of time
This renewal illustrates an interesting evolution in influencer marketing: the most impactful collaborations aren't necessarily those that switch creators for every campaign.
By teaming up with Michou again two years after their first project, Avène is capitalizing on a partnership already familiar to its community while evolving the approach. The goal is no longer just to introduce a product, but to build a brand identity around a topic the creator can genuinely be associated with.
A strategy that serves as a reminder that in influencer marketing, trust is also built over time.
