L’Oréal Middle East moving toward digital and data-driven marketing

Mehdi Moutaoukil, L’Oréal Middle East’s chief marketing officer (L) spoke to Arab News about digital marketing at the brand. (Supplied/Shutterstock)
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Updated 16 November 2021
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L’Oréal Middle East moving toward digital and data-driven marketing

  • Global cosmetics company delivers triple-digit growth with e-commerce compensating for almost half of the brick and mortar losses, CMO says

DUBAI: The coronavirus pandemic saw brick-and-mortar stores drop their shutters and pivot to online channels. Although online sales in some categories were slow, consumers were quick to adopt due to a lack of in-store options during the COVID-19 lockdown. But the e-commerce trend continued even as restrictions were lifted owing to the convenience and quick delivery times.

The global beauty industry, which generates SR1.9 trillion ($500 billion) in annual sales, saw a weak first quarter in 2020 with widespread store closures, according to a 2020 report by McKinsey & Company. From producing hand sanitizers to introducing innovative ways of shopping online, beauty brands had to change the way they market themselves.

With this as the backdrop, Arab News spoke to Mehdi Moutaoukil, L’Oréal Middle East’s CMO about e-commerce, digitization, and the way forward.

Tell us about L’Oréal’s presence in the e-commerce space prior to the pandemic.

As a digital-first company, e-commerce has been an integral part of L’Oréal’s consumer journey well before the pandemic. As the No. 1 beauty group in the market, we were the first movers in beauty to develop long-standing strategic partnerships with key e-commerce players to grow the e-beauty category and elevate the consumer experience.

We also invested very early, before COVID-19, in our capabilities to be able to build this channel in the region, both from a people as well as tools and technology perspective.

How did that strategy change during and post-COVID?

The pandemic accelerated our e-commerce business, especially during the lockdown period. Last year, we delivered triple-digit growth with e-commerce compensating for almost half of the brick and mortar losses. We also upskilled our entire organization’s digital skills and launched more direct-to-consumer platforms such as Yves Saint Laurent Beauty.

Since then, we have continued the e-commerce momentum, and today all our brands are available online on key e-commerce platforms such as Noon, Amazon, Namshi, Ounass, Sephora, Lookfantastic, Basharacare, Boutiquaat, and others. We have also developed personalized beauty experiences that are powered by artificial intelligence tools, providing consumers with access to the latest beauty innovations that allow them to discover, try and purchase the products they love.

During the pandemic, it was also imperative for us to remain connected to our consumers, so we ensured that we maintained a communication channel by launching a platform called Beauty Tracker in March 2020. It served as an effective tool allowing us to connect with our consumers on an ongoing basis via focus groups or personalized one-on-one sessions. These interactions allowed us to take a deep dive into consumers’ shifting perceptions on beauty, the challenges they were facing, their underlying expectations from brands, and their evolving beauty requirements.

Can you share some insights with regards to in-store versus online shopping?

53 percent of consumers in the GCC countries have spent more time browsing and shopping online during the pandemic and they expressed that they would continue to shop online post the pandemic.

E-commerce is now well established in both Saudi Arabia and the UAE, as 72 percent of GCC consumers have purchased more beauty products online since the beginning of the pandemic (versus 79 percent offline) and is poised to stay as a key channel for beauty.

In September, with the progress achieved due to the vaccine rollout, we witnessed the bounce-back of brick-and-mortar shopping in the beauty category, mainly in the UAE. But, there have not been any direct consequences on digital purchases, which have remained stable over that period.

Today, online and offline shoppers demand an omnichannel experience, and the path of purchase has now merged. Consumers across the GCC expect personalized digital experiences and quick online services, which have played an integral role in their decision-making process when purchasing products as well as their overall shopping journey. We have noticed this increased demand amongst millennials and the Gen Z generation.

Online shoppers are also now demanding faster delivery, which is why players such as Namshi and Bloomingdale’s are offering same-day delivery and Ounass is delivering within a few hours. Moreover, online consumers are demanding a more expansive assortment locally to avoid longer shipping times of products from overseas.

What are some of the initiatives L’Oréal introduced based on these insights?

We have been committed to delivering the in-store experience to the customers’ doorsteps while preserving the experience and try-on component. For instance, we launched digital try-ons across our beauty brands’ websites such as Yves Saint Laurent Beauty and Lancôme where consumers are able to try makeup virtually. We have implemented the same concept with nail polish brand Essie with a virtual try-on salon that makes for a convenient and fun online shopping experience.

As per Modiface, the augmented reality and AI company acquired by L’Oréal, try-ons usage was up five times during the pandemic with twice the engagement and three times the conversion, which is a testament to the efficiency and likeability of this method amongst consumers.

Another key online service our luxury brands use is the ‘Online Concierge’ feature, which allows consumers to engage with our beauty advisors, get personalized recommendations on products as well as learn more about their key features. This service continues to be crucial as more and more people are accustomed to online shopping even after the pandemic.

What about L’Oréal’s in-store versus online sales?

The past few years have been integral to the group’s digital journey, and as we propel forward, our digital activation strategies will become more and more data optimized. E-commerce sales are now above 27 percent of our sales globally and we are investing to be ready for when e-commerce represents 50 percent of all sales. That does not prevent the group from running on both feet as brick-and-mortar channels are picking up at 17.8 percent and reinventing themselves.

How would you sum up L’Oréal’s marketing strategy during the last year?

In recent years, our overarching strategy across all our brands has been to adopt a personalized approach to beauty by leveraging research and development, technology, and AI to cater to the unique needs of all our consumers. We continuously evaluate the ecosystem in which our consumers operate and adapt our marketing strategy in line with their evolving beauty requirements.

We have also shifted more towards digital in our marketing strategy over the past few years due to the massive shift in the consumer journey, which is now largely on mobile and web. We have been creating consumer engagement that is designed for digital-first and data-driven consumer decision journeys — with the right touchpoints and adapted content. This shift comes with the expansion of our direct-to-consumer channels and individual brand websites that have proven to be great touchpoints with our end consumers.


SRMG Media Solutions, Penske Media partner to expand global footprint for MENA brands

Updated 17 April 2025
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SRMG Media Solutions, Penske Media partner to expand global footprint for MENA brands

  • Advertisers in Saudi Arabia and across the Middle East and North Africa can now leverage programmatic campaigns through diverse formats such as video, standard banners, and audience layering, companies said
  • Campaigns tap into an audience of over 412 million monthly users and 150 million social media followers across 40+ global brands

RYIADH: SRMG Media Solutions (SMS) has announced a strategic partnership with Penske Media Corporation (PMC) to expand MENA advertisers' global presence through PMC's prestigious portfolio of internationally recognized brands.

Advertisers in Saudi Arabia and across the Middle East and North Africa can now leverage programmatic campaigns through diverse formats such as video, standard banners, and audience layering. Key sectors include tourism, government departments, investment sectors, and mega projects. Additionally, advertisers can collaborate with PMC's notable publishers for innovative content creation and bespoke campaigns, subject to editorial approval.

This partnership enhances access to crucial global markets, including Asia and Western economies such as Europe and the USA. Advertisers can now integrate their campaigns on high-profile 40+ iconic brands including Variety, Rolling Stone, Billboard, The Hollywood Reporter, WWD, Robb Report, ARTnews and Deadline, and more, enabling connections with over 412 million monthly active users and 150 million social media followers. By tapping into 6 billion video views, this partnership offers unmatched potential for impactful global advertising initiatives.

SMS, a next-generation data-driven media solutions company, delivers advanced analytics-based advertising strategies. Utilizing first-party data, leading-edge AdTech, and AI-driven audience segmentation, SMS crafts personalized campaigns that drive growth and profitability. As the exclusive media partner for SRMG’s esteemed portfolio, SMS oversees brands such as Asharq Al-Awsat, Asharq News, and Akhbaar24, delivering engaging content across diverse platforms with a global footprint of over 170 million users.

Penske Media Corporation (PMC), a leader in media, digital, and publishing sectors, is renowned for its influential brands like Variety and Rolling Stone. Recognized for its premium content in entertainment, fashion, luxury, and pop culture, PMC extends its influence via digital media, print, and top-tier events such as SxSW and the Golden Globe Awards.

Ziad Moussa, Managing Director of SMS, stated, “We are thrilled to partner with PMC, which enhances our capacity to offer cutting-edge advertising solutions for our clients. This collaboration aligns perfectly with our goal of providing unprecedented access to the world’s top platforms.”

A representative from Penske Media Corporation added, “Working with SMS amplifies our capacity to deliver powerful advertising opportunities globally with high-quality content and innovative solutions.”

With its unmatched reach and a commitment to redefining excellence, SMS is poised to transform the media and advertising landscape in the MENA region and beyond. To become part of our journey and learn how SMS can revolutionize your advertising strategy, visit SRMG Media Solutions or contact partner@srmgms.com.


Amputee Palestinian boy image wins World Press Photo award

Updated 17 April 2025
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Amputee Palestinian boy image wins World Press Photo award

  • The photographer is from Gaza and was herself evacuated in December 2023
  • The jury praised the photo’s “strong composition and attention to light” and its thought-provoking subject-matter

Amsterdam: A haunting portrait of a nine-year-old Palestinian boy who lost both arms during an Israeli attack on Gaza City won the 2025 World Press Photo of the Year Award Thursday.
The picture, by Samar Abu Elouf for The New York Times, depicts Mahmoud Ajjour, evacuated to Doha after an explosion severed one arm and mutilated the other last year.
“One of the most difficult things Mahmoud’s mother explained to me was how when Mahmoud first came to the realization that his arms were amputated, the first sentence he said to her was, ‘How will I be able to hug you’?” said Elouf.
The photographer is also from Gaza and was herself evacuated in December 2023. She now portrays badly wounded Palestinians based in Doha.
“This is a quiet photo that speaks loudly. It tells the story of one boy, but also of a wider war that will have an impact for generations,” said Joumana El Zein Khoury, World Press Photo Executive Director.
The jury praised the photo’s “strong composition and attention to light” and its thought-provoking subject-matter, especially questions raised over Mahmoud’s future.
The boy is now learning to play games on his phone, write, and open doors with his feet, the jury said.

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“Mahmoud’s dream is simple: he wants to get prosthetics and live his life as any other child,” said the World Press Photo organizers in a statement.
The jury also selected two photos for the runner-up prize.
The first, entitled “Droughts in the Amazon” by Musuk Nolte for Panos Pictures and the Bertha Foundation, shows a man on a dried-up river bed in the Amazon carrying supplies to a village once accessible by boat.
The second, “Night Crossing” by John Moore shooting for Getty Images, depicts Chinese migrants huddling near a fire during a cold rainshower after crossing the US-Mexico border.
The jury sifted through 59,320 photographs from 3,778 photo journalists to select 42 prize-winning shots from around the world.
Photographers for Agence France-Presse were selected four times for a regional prize, more than any other organization.
Nairobi-based Luis Tato won in the “Stories” category for the Africa region for a selection of photos depicting Kenya’s youth uprising.
Jerome Brouillet won in the “Singles” category Asia-Pacific and Oceania for his iconic picture of surfer Gabriel Medina seemingly floating above the waves.
Clarens Siffroy won in the “Stories” category North and Central America for his coverage of the gang crisis in Haiti.
Finally, Anselmo Cunha won in the “Singles” category for South America for his photo of a Boeing 727-200 stranded at Salgado Filho International Airport in Brazil.


OpenAI is working on X-like social media network, the Verge reports

Updated 16 April 2025
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OpenAI is working on X-like social media network, the Verge reports

  • The project remains in its early stages, with its release as a standalone application or integration into ChatGPT yet to be determined, report says
  • Potential move could escalate tensions between OpenAI CEO Sam Altman and X’s owner Elon Musk

LONDON: OpenAI is working on its own X-like social media network, the Verge reported on Tuesday, citing multiple sources familiar with the matter.
There is an internal prototype focused on ChatGPT’s image generation that has a social feed, the report said.
OpenAI CEO Sam Altman has been privately asking outsiders for feedback about the project, which is still in early stages, according to the Verge. It is unclear whether the company plans to release the social network as a separate application or integrate it into ChatGPT, the report said.
The company did not immediately respond to a Reuters request for comment.
The potential move could escalate tensions between Altman and billionaire Elon Musk — the owner of X and an OpenAI co-founder who left the startup in 2018 before it emerged as a front-runner in the generative artificial intelligence race.
The feud has intensified in recent months. In February, a consortium of investors led by Musk made an unsolicited $97.4 billion bid for the control of OpenAI, only to be rejected by Altman with a swift “no thank you.”
Musk had sued the ChatGPT maker and Altman last year, alleging they had abandoned OpenAI’s original goal of developing AI for the benefit of humanity — not corporate gain.
OpenAI counter-sued Musk earlier this month, accusing him of a pattern of harassment and attempting to derail its shift to a for-profit model. The two parties are set to begin a jury trial in spring next year.
An OpenAI social network could also put the company in direct competition with Facebook-owner Meta, which is reportedly working on a standalone Meta AI service. In February, Altman responded on X over media reports on Meta’s plans, saying “ok fine maybe we’ll do a social app.”
Both Meta and X have access to a massive amount of data — public content posted by users on their social media platforms — that they train their AI models on.


New report shows why brands need to invest in women’s football in Saudi Arabia

Updated 16 April 2025
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New report shows why brands need to invest in women’s football in Saudi Arabia

  • Among fans of women’s sport in the Kingdom, 61% follow football
  • 56% of female fans would think more positively about brands that sponsor the women’s game

RIYADH: New research from football media company Footballco has revealed a growing interest in opportunities for women’s football in Saudi Arabia.

The report, released recently, also provides a profile of fandom in the region and how supporters want to consume both editorial and branded content.

Footballco’s study shows that among fans of women’s sport in Saudi Arabia, 61 percent follow football, compared to 47 percent globally.

This strong interest is relatively new, with 27 percent having followed women’s football for three to five years, 40 percent for up to two years, and one third stating that they have watched more games in the past 12 months.

The growth also highlights how, despite female fans being allowed into stadiums since 2018, some still felt excluded by the sport.

Seventy-two percent said that women’s football attracts fans who previously felt excluded from the sport, while 68 percent agree that inclusion can help tackle issues in broader society.

While females have played football in Saudi Arabia for decades, the Saudi Women’s Premier League only launched in 2022, making the surge in interest even more remarkable.

This is mirrored by the relatively high proportion of fans considering themselves Super Fans (21 percent). Only the US has a bigger proportion of Super Fans, and it is larger than in both Brazil and leading European markets.

Andy Jackson, Footballco’s senior vice president for the Middle East, said that globally an “increasing interest in women’s football follows an increasing interest in female empowerment.”

This was being replicated in Saudi Arabia with also a surge in interest in football more broadly, “creating a perfect storm that’s driving growth in both men’s and women’s football.”

The research shows that fans in the Kingdom see female players as great role models, more so than in other markets.

Saudi Arabia fans believe female footballers are the second-most inspirational group of women, beaten only by entrepreneurs. Globally, female footballers appear fourth behind entrepreneurs, actors and singers.

This should encourage brands to align themselves not only with women’s football as a sport but also with the women on the pitch. This point is emphasized by 56 percent of female fans saying they would think more positively about a brand that sponsors the women’s game.

For brands already involved in women’s football or those curious about opportunities, these numbers highlight that while socially conscious activations can be popular, they also need to align with broader lifestyle and cultural themes.

Sixty-one percent of women’s football fans say that they like it when content is a mixture of lifestyle and culture, rather than focusing on only the game.

By far, the most popular medium for this content is video, with 89 percent of fans naming it as their preferred format, which includes long- and short-form, live streams and documentaries.

Yasmin El-Bizri, Middle East and North Africa strategy director for Footballco, said: “Too often women’s football content and creative can be too focused on the struggle.

“While that’s important, it’s not everything and the output still needs to entertain and engage — this especially true in Saudi, where 54 percent of fans see women’s football as fun and entertaining.”

The research goes on to show that brands cannot rely on copying what they do for the men’s game. Sixty-six percent of fans say that the women’s game should be celebrated as different and that should be reflected by the media and the brands.

The research suggests brands should look at ways to increase participation for women and girls in all areas of football. Of those surveyed, 49 percent thought growth would be best achieved through more opportunities to play, while 30 percent wanted to see women in more off-pitch roles, in both men’s and women’s football.

“What’s clear is that Saudi women’s football isn’t an opportunity for brands in the future, it’s now,” Jackson added.

“As we’ve seen in more established markets, the brands that see the greatest benefits are those that are involved early on and get recognized for their contribution to supporting the game.”

Footballco’s research is based on data collected from more than 8,000 women’s sports fans across the world, including more than 1,000 from Saudi Arabia.

Footballco is home to a global football media brand, GOAL, and the biggest Arabic-language sports website, Kooora.

Footballco also operates two dedicated Arabic women’s football brands, INDIVISA, which covers the game and culture from the grassroots, and the Gen-Z YouTube show Yalla Girl.

Echos Of Civil War
50 years on, Lebanon remains hostage to sectarian rivalries
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America’s news channel for Middle East fires staff, goes off air after funding cuts

Updated 16 April 2025
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America’s news channel for Middle East fires staff, goes off air after funding cuts

  • Chief Jeffrey Gedmin said he had given up on the US administration’s freeze lifting anytime soon

CAIRO: The head of a US-funded Arabic-language television and online news outlet that claims a 30 million-strong audience in the Middle East and North Africa terminated most staff and TV programming Saturday, accusing the Trump administration and Elon Musk of having “irresponsibly and unlawfully” cut off funding.
In notices to Alhurra news staffers about their dismissals, chief Jeffrey Gedmin said he had given up on the US administration’s freeze lifting anytime soon for the congressionally approved money for Al Hurra and its US-funded Arabic language sister organizations.
Gedmin accused Kari Lake, President Donald Trump’s appointee to the American government agency overseeing Al Hurra, Voice of America and other US-funded news programming abroad, of dodging his efforts to speak with her about the funding cutoff.
“I’m left to conclude that she is deliberately starving us of the money we need to pay you, our dedicated and hard-working staff,” Gedmin said in severance letters obtained by The Associated Press and excerpted on the website of Al Hurra’s parent company, the Middle East Broadcasting Networks.
The White House did not immediately respond to a request for comment Saturday.
Mohamed Al-Sabagh, an Egyptian journalist working at the Al Hurra news website in Dubai, told the AP that all the staff in the website and the television channel received emails terminating their contracts.
Alhurra is the latest US government-funded news outlet — after Voice of America, Radio Free Europe/Radio Liberty, Radio Free Asia and others — to cut staff and services amid what the outlets say is the move by the Trump administration and Musk’s Department of Government Efficiency to withhold their congressional appropriations.
Lake, appointed to oversee the US Agency for Global Media, describes her agency as being consumed by a “giant rot” that requires the agency’s destruction and rebuilding.
The US-backed news organizations were set up starting in the Cold War between the West and Soviet Union. Their designated goal was to provide objective news about the United States and other subjects overseas, often to people under authoritarian governments without access to a free press.
The George W. Bush administration created Al Hurra in 2003, the same year his administration’s invasion of Iraq overthrew that country’s leader. Al Hurra’s journalists covered the US occupation and sectarian and extremist violence that followed, with some them dying on the job during the 2011 Arab Spring, and other political changes across the Middle East.
While Al Hurra over the years faced charges of bias from both conservatives and liberals in the United States, it was one of the few outlets in its region providing space for freedom of the press and speech.
In his note to staffers, Getmin said his organization would retain a couple of dozen staffers and a “presence” online as court battles over the cuts play out in US courts.
“It makes no sense,” Gedmin wrote, “to silence America’s voice in the Middle East.”

Echos Of Civil War
50 years on, Lebanon remains hostage to sectarian rivalries
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