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WOW Beauty, a Chalhoub Group brand specializing in high-quality and performance makeup, has recently undergone a total rebranding and shift in focus to cater to the young and contemporary Arab consumer aged between 20 and 30 in the GCC region, with a particular emphasis on the Saudi consumer. The brand’s Ramadan campaign, featuring top local talents and influencers with @makeupbyfotot as the face of the campaign, marks the launch of this new brand identity.
WOW Beauty was initially launched in the market in 2015, with the aim of providing high-quality makeup products that cater to the needs of the modern Khaleeji consumer. The brand now seeks to position itself as an entry-selective brand that celebrates inclusivity and diversity while being proud of its culture and roots, empowering self-expression and embracing the Khaleeji heritage. WOW Beauty is hyper-focused on the Saudi consumer, with 82% of its business coming from Saudi Arabia, to ensure that it resonates with the region.
Forat Al Haider, Head of Beauty Innovation at Chalhoub Group, emphasized that the new brand identity offers a storytelling competitive edge in the ever-evolving beauty market, with a focus on superior products tailored to the lifestyle and the climate of the region. WOW Beauty aims to celebrate Arabian culture and empower local brands, as showcased in its recent Ramadan campaign. Illi, a local abaya brand, designed the campaign outfits, and exclusive artwork designed by local fashion house Pearla was also showcased.
The campaign video was shot by well-known Emirati photographer Saeed Khalifa, along with videographer Bala Ochangco at Bab Al Shams – a local Emirati treasure that reflects WOW Beauty’s new identity. The new Ramadan makeup kits are now available at all Faces Beauty stores in KSA and UAE and online at faces.com.
Chalhoub Group, for over six decades, has been a partner and creator of luxury experiences in the Middle East, with a portfolio of eight owned brands and over 300 international brands in the luxury, beauty, fashion, and art de vivre categories. The Group has also been embedding sustainability at the core of its business strategy, with a clear commitment towards people, partners, and the planet. The Group has set up “The Greenhouse,” which is not just an innovation hub, but also an incubator space and accelerator for start-ups and small businesses in the region and internationally, among several initiatives taken by the Group to reinvent itself.
