UGC: Building Trust with Gen Z and Millennials
User‑generated content (UGC) has become the gold standard for authenticity. In a landscape where many consumers trust influencer recommendations over brand advertising and the vast majority of Gen Z users follow at least one influencer, peer‑to‑peer storytelling is indispensable. For beauty and lifestyle brands, UGC humanises products and fosters community. Why is UGC so effective? […]
Top Influencer Marketing Trends in the GCC for 2025
Influencer marketing isn’t just thriving in the Middle East—it has become a cornerstone of brand strategy. Data shows that three‑quarters of Middle Eastern brands view influencer marketing as essential, and cross‑border collaborations have jumped markedly in 2025. Below are key trends shaping campaigns this year. Micro and nano influencers take centre stage. Forty‑two percent of […]
Why K‑Beauty Resonates in the Middle East
The Middle East’s beauty market is undergoing a transformation, and Korean beauty brands are riding the wave. One reason is sheer scale: analysts estimate that the region’s beauty and personal‑care sector will exceed US$60 billion by 2025, driven by high spending power in countries like Saudi Arabia and the UAE and a surge in digital […]