How Laboratoires Pierre Fabre Built One Global Creator Marketing Program Across 20+ Markets

20 Markets, 20 Definitions of Success

Laboratoires Pierre Fabre has been building medical authority in the beauty industry for over 70 years, across brands including Eau Thermale Avène, Klorane and René Furterer.

That kind of authority can't be bought with reach. It needs the right people, whether that's dermatologists, skincare experts or creators with genuine skin journeys, talking about the right products for the right reasons.

For years, that work happened market by market. Every country had its own agency, its own tool, its own reporting format and its own definition of what a win looked like. The only data reaching global came through local agency reports, each in a different shape, which meant there was no way to compare across markets.

Twenty markets with twenty definitions of success creates a real problem: without comparison, nobody can say what good looks like. Every market could reasonably believe its own approach was best practice, and global had no way to prove otherwise.

So when Laboratoires Pierre Fabre created its global influence team three years ago, the hard question wasn't which campaigns to run. It was how to get 20+ countries speaking the same language about influence in the first place.

One system, one truth 

The global team brought in Traackr as the single source of truth for planning, activating and measuring the entire influencer program. Three things were core to making the partnership work:

• Consistent measurement. One methodology and one set of KPIs, applied to every brand and every market, so performance is finally comparable.
• A decision engine, not just a dashboard. The ability to spot where the opportunity is, validate a strategy before scaling it, and act quickly.
• A partner with real category expertise. Outside insight from a team that works across industries and is invested in the program's success.

Consistent Measurement Across Every Brand and Market

With Traackr in place,the global team could finally build unified guidelines that every local team and agency worked from, mapping out minimum engagement rate benchmarks, credibility score thresholds and casting criteria. All of it is defined and monitored in one place, which means global can see how those guidelines are being applied across every market in a single view.

"What Traackr has unlocked is really consistency: one methodology, one set of KPIs, one unique view for every market, every brand, every competitor. Without it, you cannot set any guidelines." – Clémence Cuenot, Global Influence Manager, Laboratoires Pierre Fabre

Global finally had a unified view of Laboratoires Pierre Fabre's total influencer marketing performance, and local teams had the framework to run campaigns well: managing activations, tracking results, checking casting against criteria and carrying learnings into the next cycle.

It also gave local teams something they didn't have before, which is the ability to challenge an agency's casting recommendations with data instead of taking them on faith.

From Measurement Tool to Decision Engine

In early 2025, the global team shifted its guidelines away from top-tier and VIP creators toward smaller, more credible, more medical profiles driving qualified awareness. France was preparing a campaign for Avène Cleanance ComedoMed Peeling, a hero product in the fiercely competitive acne category, and the local team was worried the new rules would hurt performance.

So the team proved it in one market before asking 20 to follow. France built a tightly targeted cohort of acne-concerned creators and skincare experts, every one vetted against the new guidelines on engagement rate and credibility score. The campaign delivered roughly twice the brand's average engagement rate and became one of the highest performing campaigns France has run.

"It showed that the global guidelines were really working. And it also showed that Traackr can be used not only as a measurement tool, but as a strategic one." – Clémence Cuenot, Global Influence Manager, Laboratoires Pierre Fabre

A True Partner in the Space

For Global Chief Digital Officer Tom El Bez, Traackr sits at the core of how Laboratoires Pierre Fabre approaches influencer marketing. But the part he singles out is the relationship around the platform. His teams are focused on building great products for people with skin conditions, and they lean on the Traackr team for the view from outside dermocosmetics: trends heading toward the category, new ways of working, new ways to look at influence altogether.

"What we like about working with a partner like Traackr is that they bring their expertise about influencer marketing. We rely a lot on the relationship we have with their team, because they work across multiple industries and they bring plenty of insights coming from outside our industry. That's how we identify trends coming to ours, and new ways of working. So Traackr is not just a tool we use. It's also a partner that helps us improve our influencer marketing." – Tom El Bez, Global Chief Digital Officer, Laboratoires Pierre Fabre

The Results

Three years in, the program has grown from a handful of countries to a global standard, with results documented across individual markets:

• 20+ countries running on one source of truth, up from a handful at launch
• ~80% of surveyed internal users on the platform more than once a day
• 2x the brand's average engagement rate on the France Cleanance campaign
• +189% year-over-year reach growth in the US market
• And more market-level wins are covered in depth in the US, Spain and Mexico case studies.

But the bigger shift has been internal, and it happened without a mandate. Laboratoires Pierre Fabre never required local teams to adopt the platform. They chose it because it made their working lives easier, and adoption spread market by market on that basis alone.

Ask Clémence what she's proudest of and she doesn't name a campaign. She names the change in how the team works.

"Beyond the numbers, we have more confidence in our ability to make decisions and also execute them. By having alignment between global and local teams, we are really operating at a higher level today." – Clémence Cuenot, Global Influence Manager, Laboratoires Pierre Fabre