Performance Marketing
Breaking Into MENA: Growing a Renowned Luxury Beauty Brand by 200%
From AED 2K to AED 10K / month (Oh Hello, Conversion-Centric Campaigns And Intelligent Product Positioning)
Year :
2025
Industry :
ECommerce
Client :
ZERO Makeup by NABILA
The Challenge
ZERO Makeup by Nabila Maqsood carries significant prestige in Pakistan, backed by 40 years of Nabila's iconic status as a beauty industry pioneer. But MENA market expansion told a different story. In the UAE, where Nabila's personal brand recognition was minimal, the luxury makeup line struggled to gain traction.
Monthly revenue was stuck at only AED 2,000-3,000. The brand's premium positioning, built on minimalist beauty for brown skin tones, wasn't translating to conversions in a market unfamiliar with the founder's credibility. Traditional awareness tactics weren't viable: luxury brands can't compete on discounts, and the UAE beauty market demands different acquisition strategies than Pakistan.
The Strategy
I implemented a foundation-first approach that rebuilt their digital infrastructure before scaling spend:
Infrastructure Overhaul: Completely restructured ad accounts, eliminating inefficiencies and establishing proper conversion tracking. Built value-based audience segments aligned with luxury beauty consumers in MENA, quality-conscious buyers seeking premium formulations rather than discount hunters.
Conversion-Centric Architecture: Deployed bottom-of-funnel campaigns optimized for immediate revenue generation. Unlike awareness-heavy strategies, this approach targeted purchase-ready audiences with high intent.
Strategic Product Positioning: Shifted messaging from individual product sales to curated bundles, maintaining luxury positioning while offering perceived value without discounting. Bundles provided cost-friendlier entry points compared to separate units, addressing price sensitivity without cheapening the brand.
Data-Driven Optimization: Collected and leveraged first-party behavioral data to refine targeting continuously, ensuring ad spend reached consumers who valued premium, skin-tone-inclusive makeup formulations.
The Results
Monthly Revenue Growth: 200% increase (AED 2,000-3,000 to AED 10,000)
Strategic Efficiency:
Achieved sustainable growth without compromising brand positioning through bundling tactics
Conversion campaigns delivered consistent performance by targeting qualified audiences
Bundle strategy increased average order value while maintaining luxury perception
Value-based audience data enabled progressive campaign refinement and lower acquisition costs
The Impact
This case demonstrates that luxury brand expansion requires foundational discipline before aggressive scaling. By rejecting the temptation to run premature awareness campaigns in a market where the founder lacked recognition, I built a revenue engine that converts cold MENA audiences into paying customers through strategic product packaging and laser-focused targeting.
The approach proved that premium beauty brands don't need founder fame, aggressive discounting, or overly increased ad spend to penetrate new markets, they need intelligent infrastructure, conversion-optimized campaigns, and product positioning that bridges luxury perception with accessible entry points.
Call it a glow-up, but this one was earned. The brand didn’t need a makeover; it needed a market match. So, I blended data with desire, brushed off old tactics, and watched revenue glow up by 200%+.
More Projects
Performance Marketing
Breaking Into MENA: Growing a Renowned Luxury Beauty Brand by 200%
From AED 2K to AED 10K / month (Oh Hello, Conversion-Centric Campaigns And Intelligent Product Positioning)
Year :
2025
Industry :
ECommerce
Client :
ZERO Makeup by NABILA
The Challenge
ZERO Makeup by Nabila Maqsood carries significant prestige in Pakistan, backed by 40 years of Nabila's iconic status as a beauty industry pioneer. But MENA market expansion told a different story. In the UAE, where Nabila's personal brand recognition was minimal, the luxury makeup line struggled to gain traction.
Monthly revenue was stuck at only AED 2,000-3,000. The brand's premium positioning, built on minimalist beauty for brown skin tones, wasn't translating to conversions in a market unfamiliar with the founder's credibility. Traditional awareness tactics weren't viable: luxury brands can't compete on discounts, and the UAE beauty market demands different acquisition strategies than Pakistan.
The Strategy
I implemented a foundation-first approach that rebuilt their digital infrastructure before scaling spend:
Infrastructure Overhaul: Completely restructured ad accounts, eliminating inefficiencies and establishing proper conversion tracking. Built value-based audience segments aligned with luxury beauty consumers in MENA, quality-conscious buyers seeking premium formulations rather than discount hunters.
Conversion-Centric Architecture: Deployed bottom-of-funnel campaigns optimized for immediate revenue generation. Unlike awareness-heavy strategies, this approach targeted purchase-ready audiences with high intent.
Strategic Product Positioning: Shifted messaging from individual product sales to curated bundles, maintaining luxury positioning while offering perceived value without discounting. Bundles provided cost-friendlier entry points compared to separate units, addressing price sensitivity without cheapening the brand.
Data-Driven Optimization: Collected and leveraged first-party behavioral data to refine targeting continuously, ensuring ad spend reached consumers who valued premium, skin-tone-inclusive makeup formulations.
The Results
Monthly Revenue Growth: 200% increase (AED 2,000-3,000 to AED 10,000)
Strategic Efficiency:
Achieved sustainable growth without compromising brand positioning through bundling tactics
Conversion campaigns delivered consistent performance by targeting qualified audiences
Bundle strategy increased average order value while maintaining luxury perception
Value-based audience data enabled progressive campaign refinement and lower acquisition costs
The Impact
This case demonstrates that luxury brand expansion requires foundational discipline before aggressive scaling. By rejecting the temptation to run premature awareness campaigns in a market where the founder lacked recognition, I built a revenue engine that converts cold MENA audiences into paying customers through strategic product packaging and laser-focused targeting.
The approach proved that premium beauty brands don't need founder fame, aggressive discounting, or overly increased ad spend to penetrate new markets, they need intelligent infrastructure, conversion-optimized campaigns, and product positioning that bridges luxury perception with accessible entry points.
Call it a glow-up, but this one was earned. The brand didn’t need a makeover; it needed a market match. So, I blended data with desire, brushed off old tactics, and watched revenue glow up by 200%+.
More Projects
Performance Marketing
Breaking Into MENA: Growing a Renowned Luxury Beauty Brand by 200%
From AED 2K to AED 10K / month (Oh Hello, Conversion-Centric Campaigns And Intelligent Product Positioning)
Year :
2025
Industry :
ECommerce
Client :
ZERO Makeup by NABILA
The Challenge
ZERO Makeup by Nabila Maqsood carries significant prestige in Pakistan, backed by 40 years of Nabila's iconic status as a beauty industry pioneer. But MENA market expansion told a different story. In the UAE, where Nabila's personal brand recognition was minimal, the luxury makeup line struggled to gain traction.
Monthly revenue was stuck at only AED 2,000-3,000. The brand's premium positioning, built on minimalist beauty for brown skin tones, wasn't translating to conversions in a market unfamiliar with the founder's credibility. Traditional awareness tactics weren't viable: luxury brands can't compete on discounts, and the UAE beauty market demands different acquisition strategies than Pakistan.
The Strategy
I implemented a foundation-first approach that rebuilt their digital infrastructure before scaling spend:
Infrastructure Overhaul: Completely restructured ad accounts, eliminating inefficiencies and establishing proper conversion tracking. Built value-based audience segments aligned with luxury beauty consumers in MENA, quality-conscious buyers seeking premium formulations rather than discount hunters.
Conversion-Centric Architecture: Deployed bottom-of-funnel campaigns optimized for immediate revenue generation. Unlike awareness-heavy strategies, this approach targeted purchase-ready audiences with high intent.
Strategic Product Positioning: Shifted messaging from individual product sales to curated bundles, maintaining luxury positioning while offering perceived value without discounting. Bundles provided cost-friendlier entry points compared to separate units, addressing price sensitivity without cheapening the brand.
Data-Driven Optimization: Collected and leveraged first-party behavioral data to refine targeting continuously, ensuring ad spend reached consumers who valued premium, skin-tone-inclusive makeup formulations.
The Results
Monthly Revenue Growth: 200% increase (AED 2,000-3,000 to AED 10,000)
Strategic Efficiency:
Achieved sustainable growth without compromising brand positioning through bundling tactics
Conversion campaigns delivered consistent performance by targeting qualified audiences
Bundle strategy increased average order value while maintaining luxury perception
Value-based audience data enabled progressive campaign refinement and lower acquisition costs
The Impact
This case demonstrates that luxury brand expansion requires foundational discipline before aggressive scaling. By rejecting the temptation to run premature awareness campaigns in a market where the founder lacked recognition, I built a revenue engine that converts cold MENA audiences into paying customers through strategic product packaging and laser-focused targeting.
The approach proved that premium beauty brands don't need founder fame, aggressive discounting, or overly increased ad spend to penetrate new markets, they need intelligent infrastructure, conversion-optimized campaigns, and product positioning that bridges luxury perception with accessible entry points.
Call it a glow-up, but this one was earned. The brand didn’t need a makeover; it needed a market match. So, I blended data with desire, brushed off old tactics, and watched revenue glow up by 200%+.