In a surprising and unconventional branding move, the international skincare brand LIERAC PARIS has selected social media star and entrepreneur Adel Bespalov as its leading ambassador in Israel. Bespalov, who has over half a million Instagram followers, will headline a significant campaign to launch a new line of sun protection products, with an investment of about NIS one million.
The first campaign for the sun protection series will include billboards, radio and digital ads, promotion on Bespalov’s Instagram page, and marketing by the brand's beauty experts. As part of this unique collaboration, Bespalov will even launch a new product branded with her name—"LIERAC X ADEL"—a post-tanning lotion for maintaining skin tone.
The new LIERAC series includes high-protection tanning-enhancing creams, a face protection stick, body protection oil, and a range of body products for cellulite treatment, contouring, nourishment, and dryness. According to Bespalov: “As a tanning enthusiast, I am proud to bring this quality series to Israel through Lierac.”
"We have achieved a precedent in Israel with Bespalov due to her online success, which has led to the sale of tens of thousands of our products in recent years," said Barbara Lempel, CEO of Lierac Israel. Lierac is an established French skincare company founded in 1975 by Dr. Caril, a Jewish pharmacist, and is ranked as a global leader in dermo-aesthetics and regenerative medicine.
The choice of the young Bespalov as an ambassador demonstrates that the traditional French brand is projecting modernity and accessibility to the trend-conscious Israeli audience. With this initial campaign, LIERAC PARIS is expected to create a winning combination of innovation and tradition, ancient wisdom, and youthful exuberance.