• The brand aims to target young and contemporary consumers in the GCC with a specific focus on Saudi customers
  • WOW Beauty’s Ramadan campaign features top local talent and influencers with @makeupbyfotot as the face of the campaign

DUBAI, U.A.E: WOW Beauty, a Chalhoub Group brand specialising in high quality and performance makeup, announced a total rebrand and shift in focus to cater to the elevated, young and contemporary Arab consumer aged between 20 and 30. With 82% of its business in Saudi Arabia, the brand is hyper-focused on the Saudi consumer to ensure it resonates with the region.

Initially launched in the market in 2015, WOW Beauty was built by Chalhoub Group as a brand by the region, for the region. WOW Beauty aims to reposition 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.

Forat Al Haider, Head of Beauty Innovation at Chalhoub Group commented: “When we created the brand in 2015, we were always keen to provide high-quality make-up products that cater to the needs of the modern Khaleeji consumer. Our new brand identity offers a storytelling comepetitive 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 is from the region for the region.”

WOW Beauty is rebranding with the launch of the its Ramadan campaign, featuring key GCC talents, including well-known regional Bahraini makeup guru and influencer, Makeup by Fotot as the face of the campaign along with the makeup works of Emirati makeup artist mariamartistt and jhajhamakeupartist. The campaign outfits were designed by Illi, a local abaya brand and showcased exclusive artwork designed by local fashion house – Pearla – showcasing the brand’s commitment to celebrating Arabian culture and empowering local brands. 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 is reflective of WOW Beauty’s new identity.

The WOW Beauty new Ramadan makeup kits are now available at all Faces Beauty stores in KSA and UAE and online at faces.com.

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ABOUT CHALHOUB GROUP

For over six decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. The Group, in its endeavour to excel as a hybrid retailer, has reinforced its distribution and marketing services with a portfolio of eight owned brands and over 300 international brands in the luxury, beauty, fashion, and art de vivre categories. More recently, the Group expanded its expertise into new categories of luxury watches, jewellery, and eyewear.

Every step at Chalhoub Group is taken with the customer at heart. Be it constantly reinventing itself or focusing on innovation to provide luxury experiences at over 750+ experiential retail stores, online and through mobile apps, each touch point leads to delighting the customer.

Today, Chalhoub Group stands for 14,000 skilled and talented professionals across seven countries, whose cohesive efforts have resulted in the Group being ranked third in the Middle East and first in Saudi Arabia as a Great Place to Work®.

To keep the innovation journey going, 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. This is just one of the several initiatives taken by the Group to reinvent itself, catalysed by forward thinking and future proofing. The Group has also been embedding sustainability at the core of its business strategy with a clear commitment towards people, partners and the planet, and by being a member of the United Nations Global Compact Community and signatory of the Women's Empowerment Principles.

FOR MORE INFORMATION
www.chalhoubgroup.com

FOLLOW US ON
@ChalhoubGroup

CONTACT
Lea Maalouf
Head of Media Relations and Public Affairs
Lea.Maalouf@chalhoub.com

ABOUT WOW BEAUTY

WOW Beauty is a Regional Makeup brand that has been on the market since 2015.  It is a one of the  beauty brands created by Chalhoub Group in Dubai, and have extended reach throughout the Middle East, catering mainly to the Saudi consumer. The products are made in Europe to the highest quality standards and are designed following the needs of the modern Khaleeji woman.

Brand tagline:
BEAUTY FROM A TO WOW.
الجمال من الألف لل.WOW