Services Used:
Meet Eau Thermale Avène
Eau Thermale Avène is a dermo-cosmetic skincare brand known for products formulated around Avène Thermal Spring Water, with a focus on sensitive skin and dermatological skincare. The Singapore site describes the brand around high-efficiency skincare, safety and improving quality of life through dermatology-led innovation.
The initial challenge
Eau Thermale Avène partnered with First Page to support a new product launch using a full-funnel paid media strategy.
The objective was to generate demand, educate users and drive purchases through retail partners, even though purchases did not happen directly on Avène’s own website.
This created a major tracking challenge. Without on-site ecommerce purchases, direct conversion tracking was limited, making it harder to attribute sales performance through the usual website conversion signals.
Performance also had to be proven across multiple funnel layers, from awareness to traffic to CPA-focused campaigns. First Page needed to show campaign effectiveness across Meta, Google and third-party retail platforms without relying on native ecommerce data from Avène’s own site.
First Page developed a full-funnel paid media strategy designed to support product discovery, education and purchase redirection.
The first priority was full-funnel campaign architecture. A structured funnel was built across Meta and Google, covering awareness, traffic and CPA layers. This helped introduce the product, build demand and move interested users towards retail partner purchase pathways.
Next, First Page focused on upper-funnel demand seeding. Awareness campaigns were launched to educate users about the product and establish demand signals before lower-funnel activation.
The team also created retail-led conversion pathways. Lower-funnel CPA campaigns were deployed on Meta, directing high-intent users to retail partners such as Watsons and Shopee to complete their purchases.
Finally, First Page applied continuous performance governance. Weekly optimisations were conducted, including pausing underperforming ads and audiences, refreshing creatives and testing new segments to sustain efficiency.
