4 days ago
With Nadine Njeim as the face, Henkel Consumer Brands debuts haircare line in the Middle East
Henkel Consumer Brands launched the Schwarzkopf Gliss range in GCC markets, marking a significant regional push for the haircare label. The brand hosted an immersive event at Dubai's Bvlgari Resort, combining influencer engagement with interactive experiences designed to highlight its R&D credentials.
The event brought together beauty influencers, media, and distribution partners from across the GCC, Egypt, and the Levant. Designed with engagement in mind, it featured a live 'Gliss Lab' with Henkel R&D experts, strand-strength demos, professional styling booths, and other content-friendly touchpoints – all aimed at showcasing the science behind the Schwarzkopf Gliss Ultimate Repair range.
'The objective of the launch event was to raise awareness on the arrival of the flagship brand to the region, and to make sure that the brand promises every woman in the region the hair care revolution she deserves,' said Mohamed ElTonsy, Marketing Director, Henkel Consumer Brands GCC. 'More than a product drop, it was a statement: Schwarzkopf is here to deliver a hair care revolution every woman deserves. Moreover, we have chosen a brand ambassador that speaks to the people.'
The campaign also introduced Nadine Nassib Njeim as the face of Gliss in the Middle East. With over 17 million Instagram followers, the Lebanese actress is one of the most recognisable names in Arab pop culture. Her appointment signals Henkel's move to localise global strategy with a regionally relevant figurehead.
With this launch, Henkel Consumer Brands is leaning into its 'For Every You' brand positioning, which is meant as an inclusive message that addresses the diverse regional beauty needs that cater to the Gulf region's discerning consumers.
Overall, the activation generated engagement through influencer posts and media coverage across the Middle East, resulting in strong social media impact.
