In a saturated beauty market where trends come and go in seconds, Nakheel Mall faced the challenge of cutting through the noise to not only capture attention but also earn its place in a competitive beauty landscape. It needed to stand out in an oversaturated UAE beauty market dominated by countless campaigns, while simultaneously establishing itself as a credible beauty destination, despite not being traditionally recognized for it.
In a cluttered beauty space where brand messages blur, Beauty Unbound (BU) made Nakheel Mall stand out by turning a traditional campaign into a TikTok-fueled cultural moment. Instead of pushing brand-led messaging, BU launched a viral trend that influencers could naturally embed within their own content—encouraging authentic storytelling through GRWM routines, product reveals, and transformation videos, all tied seamlessly to the #BU campaign.
This creator-first strategy blurred the lines between content and commerce, sparking organic engagement and making the trend feel like a native part of the platform. The digital buzz extended offline through experiential pop-ups, exclusive masterclasses, and influencer-led activations across the mall. A strategic PR rollout amplified the movement, capturing top-tier coverage and locking in brand collaborations with industry heavyweights like MAC, Benefit, and Fenty, cementing Nakheel Mall’s growing authority in the beauty scene.
Increase in reach in comparison to the previous year.
Boost in engagement compared to the previous year.
Rise in mall footfall for Palm Jumeirah Mall proves that BU was not just another beauty event.
AVE achieved.
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