Dubai, 15 April 2024 – The groundbreaking partnership between VML, Amazon Ads ME and L’Oréal Paris has unveiled the future of beauty commerce in the GCC with the region’s first-ever live shopping event. This exciting fusion of VML’s digital marketing and technology expertise with L’Oréal Paris’s renowned beauty products created an immersive and unprecedented shopping experience for beauty enthusiasts in the region.

The live shopping event featured live demonstrations and personalized recommendations from influencers and beauty experts, while customers could interact in real-time and make purchases directly through the Ramadan landing page, with a 10% discount using the special event code.

“Truly a milestone: We launched the first-ever on-platform live shopping in the MENA region for L’Oréal Paris in collaboration with VML, Amazon Ads ME and Wavemaker. This innovative approach captivates and entertains shoppers, significantly boosting our online brand presence and market reach. It’s a testament to the collaboration across the chain #LikeNeverBefore to create beauty that moves in the Middle East.” – Alyshan Parvez, L’Oréal Paris Online Brand Manager, GCC.

Over the past 2.5 months, multiple stakeholders have worked together to advance the project, ensuring the technology and development necessary for its implementation. VML conducted an in-depth research and social listening exercise to understand consumers’ behavior and online chatter during Ramadan. Insights revealed concerns about dehydration due to fasting and dietary changes, with a shift towards appearance and looking good as Eid celebrations approach. To address these, VML launched two episodes: one for Ramadan (March 15), focusing on hydration for skin and hair, as well as clean makeup looks, and one for Eid (April 1), highlighting glowing skin, lustrous hair, hair coloring routines and full Eid makeup looks. The episodes, featuring top-tier skin and beauty influencers like Marwa Bawaba, Manal El Hage, Safa Srour and Sereen Abudoush, added authenticity and credibility to the content.

A dedicated landing page within Amazon for L’Oréal Paris offers in-depth routines, tips, and tricks for each concern, along with the opportunity to rewatch the episodes throughout the month. The campaign was amplified across social platforms and advocacy content to reach a wider audience.

To watch the episodes and dive into the world of L’Oréal Paris to learn more about skin, hair, and makeup tips and routines, check the pages especially catered for Ramadan and for Eid.

“L’Oréal Paris Ramadan Beauty Live Show marks the beginning of a transformative era in live shopping. We are proud to lead the charge in the region, starting with amazon.sa, of what is revolutionizing commerce in multiple countries. It reflects VML’s dedication to utilizing digital technologies for enhancing customer engagement and redefining the online shopping experience through this cutting-edge live event,” emphasized Sabine Abdallah, Account Director at VML Dubai.