Lierac Unites Influencers Sananas and Pounsitime for 'Glow Fresh'
French skincare brand Lierac has brought together influencers Sananas and Pounsitime for its 'Glow Fresh' campaign, per Stratégies around 16 September 2026 — a cross-generational creator pairing designed to reach different audiences at once.
The campaign
Lierac, the French skincare brand, has united two well-known influencers, Sananas and Pounsitime, for its 'Glow Fresh' campaign, aiming to speak to more than one generation at a time. Pairing complementary creators rather than relying on a single face is a deliberate reach strategy in a beauty market where audiences are fragmented across platforms and age groups.
Each creator brings a distinct community, and together they let a brand cover more of the audience map without diluting relevance to any one group.
Why pair complementary creators
Beauty is one of the most creator-driven categories anywhere, and no single influencer reaches everyone. Casting two creators with different followings lets a brand tap multiple audiences in one campaign while keeping each partnership authentic to its own community.
The approach also hedges risk. Relying on a single ambassador ties a brand's fortunes to one person's reputation and content cadence; a pairing spreads that exposure and creates more varied content across formats and platforms.
The cross-generational play
Reaching multiple generations is a specific challenge in beauty, where a Gen Z skincare routine and an older consumer's priorities can look very different. A well-chosen pair lets a brand hold both conversations at once, signalling range without forcing one message to stretch awkwardly across incompatible audiences.
Done well, this makes a brand feel broad and inclusive. Done carelessly, it can feel like a brand hedging its bets — which is why the chemistry and relevance of the specific creators matter more than their combined follower count.
What brands should take from it
When one voice cannot cover your audience, consider a complementary cast rather than a bigger single name. The goal is coverage with relevance: each partner should own their slice of the audience authentically, not simply add reach.
Our advice is to cast for community fit first. The strongest multi-creator campaigns feel like a genuine collaboration between people who belong in the brand's world, not a spreadsheet exercise in maximising impressions.
Quick FAQ
What is Lierac's 'Glow Fresh' campaign?
It is a skincare campaign pairing influencers Sananas and Pounsitime to reach multiple generations at once, per Stratégies around 16 September 2026.
Why pair two creators instead of one?
No single influencer reaches everyone, so complementary creators let a brand tap multiple audiences authentically while spreading the risk of relying on one ambassador.
What makes a multi-creator campaign work?
Community fit and chemistry matter more than combined follower count — each partner should authentically own their slice of the audience.
No single creator owns the whole audience anymore, least of all in beauty. Pairing complementary voices is smart coverage — but the trap is casting for combined follower count instead of community fit. The best multi-creator work feels like a real collaboration between people who belong in the brand's world, not a spreadsheet exercise in impressions. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: when one voice can't cover your audience, cast complementary creators for coverage with relevance — each partner authentically owning their slice beats a single bigger name or a reach-maximising numbers game.
Are you casting creators for genuine community fit — or just stacking follower counts and hoping the audiences add up?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Stratégies.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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