AVÈNE
YEAR
2023
SERVICE PROVIDED
ART DIRECTION, ILLUSTRATION
ABOUT
Eau Thermale Avène is an iconic French dermocosmetic brand dedicated to sensitive skin. Rooted in dermatological expertise and powered by its signature Thermal Spring Water, the brand combines efficacy, tolerance and sensoriality across its skincare collections.
Among its most recognisable products, the Cold Cream Lip Balm Stick is designed to nourish and protect dry, chapped lips while providing lasting comfort.
CHALLENGE
The project was centred around creating two distinct visual worlds, each reflecting the positioning of a specific product: a family-oriented universe for the Cold Cream Lip Balm Stick, and a more intimate, feminine setting for the Lip Balm Pot.
The challenge was to give each product a clear identity while ensuring that both worlds remained connected to Avène and formed part of a cohesive campaign.
Another creative constraint was that the female model’s face could not be shown in full. This led us to explore tightly cropped compositions and unexpected angles, turning the limitation into a dynamic visual language.
APPROACH
Our creative response was to develop two contrasting visual directions, each inspired by the identity and design of its product.
For the family-oriented Cold Cream Lip Balm Stick, we chose to build a winter setting that playfully echoed the product’s name while highlighting its protective and nourishing qualities. Snow, winter clothing and cool shades of blue—carried through the lighting, studio backgrounds and makeup—created an immersive world shaped by cold weather.
For the Lip Balm Pot, we drew inspiration from its coral-coloured lid to create a warmer and more feminine atmosphere. We reimagined the tones of a sunset through a palette of coral and pink, illuminated by touches of yellow.
Delicate flower buds and a transparent pedestal brought softness and freshness to the set, while tightly cropped compositions and dynamic angles transformed the framing constraint into a distinctive visual signature.
