Orchestration of Avène’s Instagram editorial calendar, designed to harmonize strategic planning with a contemporary visual language.
 

The content approach was structured around a monthly rhythm, blending seasonal storytelling with recurring educational formats, such as skincare routines, product spotlights, and dermatological insights.
 

While grounded in a solid brand strategy, the primary goal was to refresh the Art Direction. The challenge lay in projecting a modern, desirable aesthetic that remained deeply connected to the brand’s historical DNA and medical expertise