How we're building the Avènky community for Avène.

From TikTok and Instagram to events that transformed the way the brand connects with its audience.

years of collaboration

countries

community events

Avène is a French dermocosmetic brand with a long-standing heritage in caring for sensitive skin. Every product is formulated with Avène Thermal Spring Water, renowned for its soothing and hydrating properties for irritated and sensitive skin.

Today, Avène is a globally recognized dermocosmetic brand recommended by dermatologists and trusted for the care of sensitive, reactive, and problem-prone skin. Its products are available in pharmacies and are an integral part of dermatological skincare routines in many countries around the world.

Collaboration.

We have been creating content for Avène's Czech TikTok since 2023.

While the content is primarily product-focused, we design it to feel native to the platform. We combine trend-driven video formats, simple storytelling, and a UGC-inspired style that reflects how people naturally consume content on TikTok.

Each month, we focus on different product lines, adapting both the content strategy and communication approach to reflect seasonality , while the brand's current priorities.

Tiktok

In 2025, we expanded our collaboration to include managing the Slovak TikTok, where we adapted the content for the local audience, while maintaining the same visual and communication style.

Tiktok

In 2026, we also took over the management of Avène's Czech Instagram. This expanded our collaboration from purely product-focused communication to building a broader brand ecosystem.

The Creation of the Avènky Community.

Based on the ShortPRO team's experience, we identified a key challenge. Gen Z rarely purchases dermocosmetics directly from pharmacies, so Avène needed to find a way to connect with this generation in an authentic, community-driven way.

In today's beauty industry, great products alone are not enough. Strong brands are built around communities that people want to identify with. That’s exactly why we created the Avènky concept for Avène.

This insight led to the creation of Avènky. A community ecosystem, that brings together the brand's fans, influencers , while UGC creators, while generating authentic content that Avène can use for long-term communication beyond traditional product marketing.

Our goals:

Create authentic content that resonates with the target audience's lifestyle.

Bring the brand's fans together into an active community.

Naturally integrate Avène products into everyday life through experiences and content.

Instagram.

Rather than building Instagram as a product catalog, we turned it into a community platformWe created the Avènky concept, which brings together education, lifestyle content, influencers, and community experiences.

Each month, we develop a content strategy, that combines original production, UGC, influencer content and selected TikTok reposts. Our work also includes influencer marketing, with a tailored strategy for each product line. We carefully select both micro and macro influencers based on their content, values, and audience to ensure authentic partnerships that support long-term community building. We then amplify selected content through paid advertising, allowing it to reach not only the existing community but also new audiences.

The result is a profile that feels less like a traditional product showcase and more like a vibrant lifestyle community built around authentic content. As a result, the profile continues to grow while fostering an active community around the brand.

As part of our strategy, we focus not only on content creation and influencer marketing but also on actively engaging the community through our own community events. These events bring together influencers, customers, and partner brands, creating authentic experiences that naturally translate into social media content.

We didn't build Instagram as just another brand channel. We built it as the foundation of a community ecosystem, that brings together content, influencers, and offline experiences.

Events & Experiences.

The Concept.

For Avène, we created a series of five events, that give the brand's fans the opportunity to experience Avène beyond the traditional pharmacy environment and become part of the Avènky community.

The concept was designed to appeal to a specific segment of Gen Z, people who embrace a healthy lifestyle, the "clean girl" aesthetic and share a similar mindset.

To reach this audience effectively, we partnered with brands, whose communities share a similar lifestyle , while values. By tapping into their audiences, we organically expanded Avène's reach and strengthened community engagement. The Avènky community grew naturally. People want to identify with the brand's lifestyle and become part of the community.

Each event naturally connected Avène products with the participants' lifestyle while generating social media content, that supported the brand's community-driven communication and actively engaged fans within the Avènky ecosystem.

ShortPRO's Role.

ShortPRO developed the concept for each event and initiated and managed collaborations with partner brands to ensure the right target audience was reached. We then handled the end-to-end execution of every event. From venue selection, partner and influencer coordination, catering, decorations, and photo and video production to creating content for social media.

Each event was strategically designed to reflect the interests and needs of Avène’s target audience, strengthen the community’s relationship with the brand while also generating authentic content for use in online communication.

The events brought together not only influencers but also members of the growing Avènky community. Through an application process, everyday consumers became part of the experience and contributed to the creation of authentic, organic content.

First event

The event was designed to connect Avène products with the relaxed, healthy lifestylethat resonates with the Avènky community. The main focus was on sun care and protecting the skin during sun exposure, supported by a talk from a dermatologist, who shared expert skincare advice. Participants also received Avène products, to experience and test them firsthand.

The program combined a Barre workout, a tasting of Spill the Matcha drinks and a range of other wellness activities, creating a holistic experience that brought together physical and mental well-being.

Participants included both everyday fans of the brand, and influencers, who voluntarily signed up through the community, creating authentic and meaningful connections.

The event was complemented by a range of wellbeing activities, that promoted self-care and mental well-being. Its main objective was to connect relaxation and skincare with shared community experiences. For this event, we partnered with Lenka Krejčová Barre Academy , while Spill the Matcha.

Second Event

The second community event focused on anti-ageing skincare. In collaboration with Body Atelier Studio Prague , we created a morning experience that combined expert education, movement , while practical skincare into one cohesive experience.

The program began with a talk by dermatologist Dr. Barbora Grillová , who introduced guests to the principles of preventing skin ageing, recommended skincare routines, and suitable Avène products. The educational session was followed by a Reformer Pilates class, and a practical Face Yoga workshop led by Ollie from Yoga Skincare with Ollie. Participants tried lymphatic massage techniques, facial muscle relaxation, and skincare using LED masks.

The experience was complemented by collagen smoothies created especially for the event, healthy refreshments and a space for members of the Avènky community to share their experiences. Before welcoming the guests, we also celebrated an important milestone together with the client, reaching 1,000 followers on the newly launched Instagram profile, achieved within just the first few months after its launch.

As with all the other events, we managed the entire production from start to finish—from developing the concept and selecting partners and the event program to coordinating influencers and creating content for social media.

Third Event

We organized the third Avènky community event in collaboration with beyou studioThis time, we wanted to give participants space to care for themselves in a broader sense. We brought together skincare, movement , while moment to pause and time for their own thoughts. The program combined an expert talk, a Barre class , while guided journaling into one shared experience.

The expert session was led by dermatologist Dr. Barbora Grillová. She spoke with participants about skincare and made space for the questions that often come up when building a routine. Avène products were more than part of the event décor or gift bags. They supported a topic participants could connect to their own everyday skincare.

The focus on skincare was followed by a moment dedicated to personal well-being. Žaneta Morovská, , author of the journal Hlubina moje každodenní, led participants through a guided journaling session. Through its questions and prompts, the journal offered them a chance to slow down, reflect and be present. Each participant had space for her own thoughts and could take something personal away from the event.

The program also included a Barre class at beyou studio. Movement brought energy to the event and complemented the quieter journaling session. Between activities, there was time for conversation, sharing experiences , while getting to know other members of the community.

We also brought jewellery brand MiraMirainto the event. As another ShortPRO client, we manage its social media presence in full. MiraMira jewellery was included in the gifts for participants. Bringing the two clients together at one event showed how we can create opportunities for the brands we work with that extend beyond their day-to-day communications.

At ShortPRO, we know our clients, their audiences and how they communicate. This helps us identify brands that are a natural fit and create partnerships, that make sense for both sides. A shared event gives each brand the opportunity to reach a new, relevant community, let people experience its products firsthand and create content for social media.

The third event added another dimension to the Avènky concept: Avène became part of an experience that brought together expert skincare advice, movement and time for oneself. It also generated authentic social media content, that shared the atmosphere of the event with people who could not attend in person.

Conclusion.

Today, Avènky is more than just an Instagram profile. It is a community that brings together content, influencers, and real-life experiences into a long-term, sustainable ecosystem. Through this strategy, Avène has become a brand that people follow not only for its products, but because they want to be part of its world.

Our collaboration continues to evolve as we further develop the Avènky community through new content, influencer marketing, and future community events.