So Fly: Branding a Dubai-Based Makeup Line for the Busy Women On-The-Go

Project Type
Branding
Digital Marketing

Location
UAE

Industry
Retail

Challenge

FlyBeauty is a beauty brand that offers eye lashes and hair extensions based in Dubai, UAE.  It commissioned Blue Hat to create a Branding Strategy. 

Being concerned by the fierce competition within this sector in the GCC market, Blue Hat was very keen on building the branding identity around a strong core differentiator.

Intervention

Blue hat has created a branding strategy that tackles the following objectives:

• Target Audience: Blue Hat identified a niche for Fly Beauty, which is the "busy khaleeji woman, who is always traveling or is on-the-go and wants to look glamorous all the time". 

• Packaging: Blue Hat created the ultimate beauty travel companion, that is easy to use and pack.

• Tribal Message: Blue Hat created the slogan"كشخة عالطاير" which means beauty on the go or "FlyBeauty" in Khaleeji slang. 

• Trend: Blue Hat focused on the trend of "localization" as well the rising trend of "social vanity" and the selfie wave.

Results

Blue Hat located the most visited cities by women in the GCC and developed the entire brand around the theme of airports and travel. The package was shaped as an airline ticket.

Blue Hat created a unique brand experience through its packaging which includes each city's skyline and a hidden message to create an element of surprise.

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