Sephora just won Ramadan 2025—Here’s how
Sephora's Ramadan 2025 strategy: Tapping into Gen Z's thirst for authentic offline experiences
In the dynamic landscape of beauty retail, Sephora’s Ramadan 2025 campaign emerged as a benchmark for engaging Gen Z through immersive offline activations. By orchestrating a series of multi-city events, Sephora didn’t just showcase products—it created spaces for genuine community engagement, aligning with Gen Z’s preference for authentic, shareable experiences.
?? The blueprint for success:
?? Multi-city domination: Dubai, Riyadh, Jeddah, and Abu Dhabi—each city had unique in-store events, limited-edition Ramadan collections, and community-driven activations.
?? Retail on wheels: Truck pop-ups moved through city streets, dropping exclusive products and creating real-time FOMO, amplified by influencers and UGC.
?? Always thinking local: From Ramadan-exclusive packaging inspired by regional art to thoughtfully curated gifts like backgammon sets (tawla) and masbahas, Sephora didn’t just sell beauty—it embraced the cultural essence of Ramadan.
?? Immersive experiences: Jeddah Old Town activations merged tradition with modern beauty, while Rascal’s in Dubai showcased the power of beauty x food collaborations.
?? Month-long engagement: Ramadan wasn’t just a one-night activation—it was a full 30-day brand presence, proving that physical retail isn’t dying; it’s evolving.
?? Why offline activations matter more than ever:
This isn’t just about beauty—it’s about how Gen Z shops now.
?? 75% of Zillennials shop both online and in-store, blending digital convenience with the tactile benefits of physical shopping.
?? 72% of Zillennials trust recommendations from friends and family over traditional advertising, turning every pop-up into an organic marketing engine.
?? Social media is Gen Z’s biggest shopping influence—platforms like TikTok & Snapchat drive 4x higher engagement than traditional marketing, thanks to real-time, geo-tagged content.
Sephora understood the shift. It’s no longer about passive shopping; it’s about creating moments worth sharing.
?? The numbers behind the beauty boom in MENA
The Middle East’s beauty market isn’t just growing—it’s transforming at an unprecedented pace.
?? Valued at $46 billion, the MENA beauty market is projected to reach $60 billion by 2025, fueled by shifting consumer habits, a booming youth population, and increasing digital penetration.
???? Saudi Arabia is leading the charge, with its beauty market projected to generate $6.26 billion in revenue by 2025, growing at 4.31% annually.
???? The UAE continues to be a beauty innovation hub, with Dubai positioned as a global luxury retail destination, attracting local and international shoppers.
??? Social commerce is accelerating beauty purchases, with platforms like TikTok, Instagram, and Snapchat driving discovery, engagement, and conversion. Nearly 50% of Gen Z and millennials in MENA rely on these platforms for beauty recommendations, with Snapchat playing a key role in AR-powered try-ons and instant product discovery.
?? Consumer preferences are evolving toward clean beauty, inclusive shade ranges, and culturally resonant packaging. Sephora’s Ramadan activations mirrored these shifts by integrating local traditions into gifting and product presentation.
For beauty brands eyeing MENA, the message is clear: this is a high-growth, digitally driven market where authenticity, localization, and experience-led retail will set you apart. The brands that recognize and adapt to these shifts early will be the ones shaping the future of beauty in the region.
?? What this means for brands entering the Middle East—or looking to level up
Ramadan 2025 proved one thing: traditional marketing playbooks don’t cut it anymore. E-commerce discounts and generic influencer campaigns won’t drive impact in a region where community, culture, and experience reign supreme.
?? Go beyond selling—curate cultural moments. Sephora didn’t just push products; it embedded itself into the Ramadan experience with thoughtful packaging, curated gifting, and local-first activations. How is your brand integrating into real-life traditions?
?? Offline is driving digital. Gen Z and millennials in the Middle East are all about documenting and sharing experiences. Sephora’s truck pop-ups and in-store activations weren’t just retail moments; they became social content machines. What are you doing to make your brand physically and digitally unforgettable?
?? Ramadan is a month-long opportunity, not a one-day sale. The best brands don’t just launch a campaign—they own the conversation for 30 days. Sephora proved that sustained, real-world engagement leads to viral, high-impact storytelling. How are you planning for longevity, not just a flash-in-the-pan moment?
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5 天前SEPHORA's innovative offline experiences during #Ramadan 2025 set a new standard for digital momentum and culturally resonant touchpoints.