Embracing Arab Culture.. WOW Beauty Rebrands
New Identity Targets Young Consumers in GCC, Specifically Saudi Buyers

By: Salma Yassin
While launching its Ramadan campaign, WOW Beauty, a Chalhoub Group brand specializing in high quality makeup, unveiled its new brand identity targeting young and contemporary consumers aged between 20 and 30 in the Gulf Cooperation Council (GCC), specifically in Saudi Arabia.
Being proud of its culture and roots, the brand seeks to embrace the Khaleeji heritage by adopting product materials that suit the region’s climate and ladies’ lifestyle.
Head of Beauty Innovation at Chalhoub Group Forat Al Haideis said that the new identity is going to gain a competitive advantage in the ever evolving beauty market.
The brand’s Ramadan campaign featured top local makeup artists talents and influencers with makeup by fotot; the face of the campaign.
The campaign presented exclusive artwork designed by Pearla, a local fashion house, furthermore, all campaign’s outfits were designed by Illi, a local abaya brand, in line with promoting national brands and celebrating Arabian culture.
Wow Beauty was first launched in the market in 2015 by Chalhoub Group as a regional brand.
The WOW Beauty new Ramadan makeup kits are now available at all Face Beauty stores in KSA and UAE and online at faces.com.
Chalhoub Group has been a hybrid retailer for over six decades, with a portfolio of 8 owned brands and over 300 international brands in the luxury, beauty, fashion, and art de vivre categories.
Lately, the Group expanded its network to comprise new categories of jewelry, watches, and eyewear.