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Go-to-market strategy and localized brand adaptation for a DTC beauty label entering Saudi Arabia and Qatar.
Go-to-market strategy and localized brand adaptation for a DTC beauty label entering Saudi Arabia and Qatar.
Alay had a strong, minimal identity that tested well in its home market but hadn’t been built with Arabic typography, regional shade-range expectations, or Gulf beauty-retail norms in mind. The engagement started with a localization audit — everything from bottle copy to shade naming to the cadence of influencer gifting expected in the region.
Rather than a wholesale redesign, the adaptation kept Alay’s Western brand equity intact while building a genuinely bespoke Arabic identity system alongside it — not a translated afterthought, but its own typographic hierarchy, tone of voice, and campaign visuals shot locally in Doha.
Launch sequencing paired a limited-drop model (scarcity that Gulf DTC audiences respond well to) with a tightly curated set of regional creator partnerships instead of a broad paid-media blitz.