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 skincare brand to address a topic that goes far beyond skincare: self-confidence.
A partnership with history
In 2024, Michou partnered with Avène to promote Cleanance Comedomed Peeling, a range designed for acne-prone skin. This initial collaboration notably included a major billboard campaign in Paris.
Two years later, the brand has chosen to continue this journey with the creator. This decision follows a clear strategy: reaching younger generations through a familiar face they can relate to.
Once again, the message goes beyond the product. Avène aims to highlight the importance of skincare in feeling good every day and boosting self-confidence.
A campaign that engages the community
For this new initiative, Avène and Michou are going beyond a standard campaign. The creator is bringing his community directly into the project.
On his social media channels, Michou launched a casting call for 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 the video scheduled for release on his YouTube channel shortly after.
When influence is built to last
This renewal highlights an interesting shift in influencer marketing: the most impactful collaborations aren't necessarily those that switch creators for every campaign.
By reuniting with Michou two years after their first project, Avène is capitalizing on an existing connection while evolving the strategy. The goal is no longer just to introduce a product, but to build a brand identity around a topic the creator can genuinely represent.
A strategy that serves as a reminder that in influencer marketing, trust is also built over time.
