12 hours ago
The future of beauty in MENA from ‘The Beauty Edit' by Spark Foundry ME
On 22 May, Spark Foundry ME, part of Publicis Media Middle East, hosted an exclusive beauty summit bringing together LVMH beauty brands and key media partners to discuss the future of beauty in the region. The event was organised by Publicis Media Luxe, Spark Foundry's luxury-focused agency.
At the event, industry leaders reflected the changing pace of the beauty industry in the GCC; where discovery is fragmented, expectations are higher, and innovation cycles are faster. It was also a space to explore how beauty brands can stay culturally and commercially relevant through a sharper lens on data, creativity, and consumer insight.
The Beauty Edit welcomed teams from Louis Vuitton, Parfum Christian Dior, Tiffany, Guerlain, Givenchy, Loewe, Sephora, Make Up For Ever amongst others alongside platforms including TikTok, Snapchat, Seedtag, Hypermedia, Footballco, Publicis Groupe Sports & Content, and Citizen K.
Unboxing the trends
The summit focused on unpacking the key movements shaping beauty trends, the modern consumer as well as exploring the intersection of sports and beauty – and how beauty can lead in this space.
'Consumer-first thinking is redefining beauty. Brands that truly know their audience and adapt to shifting preferences in format, texture, and formula are the ones winning in today's dynamic market. Listening is the most simple but powerful tool to be able to react and cater to the consumer,' said Nicola Lavelle, Director of Digital Marketing at Guerlain.
She continues, 'The Beauty Summit was a unique and energising experience where we had the opportunity to explore the very latest innovations from our key tech partners in the region.
From AI-powered strategies and TikTok trends to sponsored Snap takeovers and the growing influence of women's footfall in KSA, the event offered deep insights into how we can meaningfully connect with our audiences.'
The showcase of hypermedia technology for digital out-of-home (DOOH), which blends real-time audience data with eye-tracking to elevate consumer engagement was a notable moment during the event.
The future of beauty in MENA
The summit also surfaced how luxury brands are embracing cross-industry inspiration to spark innovation.
'The LVMH Publicis Beauty Summit in Dubai really captured how fast the region is moving in organic content, media evolution, and AI-driven creativity,' said Ghia Hawari, Marketing and Communication Director at Tiffany & Co. 'It's a great reminder, especially in luxury, that emotional connection and authenticity are key to creating aspirational experiences and building brand desirability.'
Sharing the sentiment, Lavelle added, 'The most impactful partnerships are built on authenticity, identifying and aligning voices that truly reflect the brand's values and identity – this takes time and must be build on authenticity and mutual love for the values of the brand.
Influencer voices help bring a beauty brand to life in a way that's personal, diverse, and dynamic, showing a brand through different creators' eyes, audiences from all walks of life can engage, feel represented, and most of all have fun! The goal is to build deeper connections with communities across platforms and spaces.'
Another key focus was the rising importance of data-driven storytelling in beauty marketing. 'The Beauty Summit was a great platform to connect with industry peers, exchange insights, and explore emerging trends shaping the future of beauty and consumer engagement,' said Evguenia Leshkova, Retail Director at Louis Vuitton. 'My key takeaway: the power of data-driven storytelling to create impactful, emotionally resonant brand experiences.'
For many, the biggest value came from bridging creativity with measurable impact. 'What made the Beauty Summit so impactful was seeing how data and creativity come together to shape the future of beauty,' said Claudia Garcia, Media Manager at Dior. 'We gained sharp insights into what today's consumers truly value, authenticity, innovation, and self-expression, and how those preferences are evolving.'
'This region is defining what's next for beauty, across commerce, content, and consumer behaviour,' said Alain Brahmachari, CEO of Spark Foundry Middle East. 'We created The Beauty Edit to bring the right people into the right room, away from the noise, to think clearly about where we go from here.'
'This wasn't just a knowledge share, it was a strategic pulse check,' added Manal Naboulsi, Business Lead at Spark Foundry Middle East. 'It reflected the scale of ambition we share with our partners, and the role we play in helping them shape what's next.'
The Beauty Edit is part of Spark Foundry's ongoing work with LVMH brands across the region, connecting data, creativity, and media to drive meaningful outcomes in a rapidly evolving category.
