While it may seem like social media is dominated by filtered reality and AI-generated perfection, Avène and We Are Social tapped into a cultural counter-shift to promote a new product promising to reduce pimples by 92% in two weeks. The brand invited people to test its Cleanance Comedomed Peeling for 15 days and post daily selfies on BeReal, where filters aren't an option. The result? A transparent and real-time demonstration of the peeling's effectiveness.
But #TheRealestAd did more than showcase a product. By documenting real skin transformations on real people, Avène acknowledges that Gen Z's skepticism of traditional beauty advertising isn't just about mistrusting overhyped claims; it's also rooted in a fundamental desire to reclaim human authenticity in digital spaces.
Teens face unprecedented pressure to maintain impossible standards and feel compelled to present an idealized version of themselves online. By choosing BeReal as its platform, Avène demonstrates brands can move beyond surface-level authenticity pledges to celebrate being perfectly imperfect in an increasingly artificial world.
