- Client
- Esthederm
- Vertical
- SKINCARE / MENA
- Channels
- Meta Ads, Influencer Strategy, Positioning
The problem
Esthederm needed to establish a distinct position in a skincare category dominated by Bioderma, La Roche-Posay, and CeraVe. The brand has strong clinical credentials and heritage but weak consumer-facing brand equity in MENA. The risk was getting lumped into the 'pharmacy skincare' bucket and competing on price.
The approach
- 01
Positioned around 'photo-age science' as a distinct category from sensitive skin
- 02
Ran KOL seeding with MENA beauty editors before any paid amplification
- 03
Built creative around before/after editorial photography, not product flatlays
- 04
Scaled Meta conversion campaigns synced to in-store promotions at Boots, Faces and Wojooh
The numbers
- +3x
- Branded search volume lift over 90 days
- +65%
- Retail sell-through at key MENA distributors
- Sub-$2
- CPC range on category-defining terms
Other work to chew on.
Rebranded a pain support e-commerce business for European market expansion.
Komforten operates in a category crowded with two types of players: utility brands with no story, and wellness brands promising cure-all relief. The owner wanted to reject both. The mandate was to build a brand that could hold its ground in European English-speaking markets without normalizing pain or promising outcomes it couldn't deliver.
Scaled a CGM brand across four Gulf markets under pharma ad restrictions.
MENA pharma brands can't use standard YouTube or Meta targeting because of HCP vs patient audience regulations. Most agencies in the region don't know these rules exist, which is why their pharma campaigns get paused. Roche needed a media plan that worked across UAE, KSA, Kuwait and Qatar simultaneously, while staying compliant end to end.
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