We conducted in depth research in to the beauty market of the Middle East, to which we extracted valuable insights. In our research, we uncovered that from 2016 to 2017, there was a booming percentage increase in the personal care and beauty market of Middle East, which reached the substantial figure of US$32.7 billion. This trend is expected to continue at a similar pace in the future. We dived into more granular levels of insights and came across a number of informative statistics, such as that the UAE alone spent US$2.2 billion on beauty items like bath products, skincare and fragrances. Such exorbitant spending places UAE at the top position in terms of money spent on beauty items and 9th globally.
We created a comprehensive strategy that would pave the way for growth after substantiating the Middle East as a favorable market for SÉLA’s products. Environmental friendly trends are sprouting across Middle East, such as the rise of electric cars, healthy eating choices and fitness trends, exhibiting the cultural inclination towards trends that echoes the preference for natural solutions. Social listening also revealed that Saudi women inclined towards heavy makeup. The primary focus of our strategy was to imbue every line of SÉLA products with an air of naturalness to attract customers into buying these products.
We translated SÉLA’s innate strengths into colors and designs. The base color was blue, embodying an essence of nature and calmness. The icons of all product lines like Mineral Gold, Body Glow and others were adorned with floral designs, indicating a walled protection of natural formulas. The visuals were dipped in a light-colored scheme to exhibit harmony. And overall, the design palette reflected the rich colors of eastern culture.
The art of transforming visuals into a clear and easy-to-follow journey, although intricate, was executed effectually by Base Creative. The same message evolving from the visuals was imprinted on brochures with short drafts that complemented the pictures, creating a page-turning journey through SÉLA’s mineral-rich, natural products line. We then activated a brand new Instagram page for SELA, keeping the brand’s consumers engaged through its evolution.
