Chalhoub Group’s Wow Beauty announces rebranding

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Chalhoub Group’s beauty brand Wow Beauty announced its rebranding on Monday.

It will now cater to young Arab consumers aged between 20 and 30 in Saudi Arabia.

“With 82 per cent of its business in Saudi Arabia, the brand is hyper-focused on the Saudi consumer to ensure it resonates with the region,” Chalhoub Group said.

Forat Al Haider, head of beauty innovation at Chalhoub Group said: “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 competitive edge in the ever-evolving beauty market, with a focus on superior products tailored to to the lifestyle and the climate of the region. Wow Beauty is from the region for the region.”

Wow Beauty’s rebranding comes alongside its Ramadan campaign, which features key GCC talents.

The company is focusing on bringing well-known GCC social media influences to target the regional market.

This includes regional Bahraini makeup guru and influencer, Makeup by Fotot as the face of the campaign along with the makeup works of Emirati makeup artists mariamartistt and jhajhamakeupartist.

The campaign outfits were designed by Illi, a local abaya brand and showcased exclusive artwork designed by local fashion house, Pearla.

The campaign video was shot by Emirati photographer, Saeed Khalifa along with videographer Bala Ochangco.

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