Wojooh (Faces) is the Chalhoub Group's flagship beauty retail platform, curating global and regional beauty brands for Gulf consumers across 85 stores and a growing digital channel.
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See all ads on AdLibrary →Wojooh, operating under the Faces name and owned by Chalhoub Group since 1996, is the leading Middle East beauty retailer with 85 stores in 9 countries, curating global and regional beauty brands with a DTC channel at wojooh.com.
Wojooh blends brand-builder ads for the Faces retail destination with performance ads for its own 'Wow by Wojooh' cosmetics line. Regional beauty KOL partnerships drive product discovery, while Meta campaigns handle lower-funnel conversion. See Wojooh ads on AdLibrary for current creative examples.
Instagram dominates Wojooh's social presence with high-quality makeup tutorials and influencer collaborations. Facebook targets an older Gulf female demographic with gift-set and loyalty-program promotions. Ramadan and Eid campaigns are the year's biggest spending periods, featuring curated gift bundles.
Key themes: access to global and regional beauty brands, the Wow by Wojooh makeup line designed for oriental skin tones, loyalty rewards, and exclusive brand-launch events. Arabic creative is tailored to Saudi Arabia and uses culturally relevant beauty references.
Wojooh's dual strategy — positioning as a beauty destination (Faces) while building a proprietary label (Wow by Wojooh) — illustrates how retailers can use private-label products to improve margins and create advertising content that doesn't depend on brand partner approval. Regional beauty preferences demand genuine cultural adaptation, not translation.
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