Bringing a Toronto Beauty Company to the Middle East
DECIEM is a Toronto-based beauty and skincare company that prides itself on creating quality, purpose-driven formulas and serums. This philosophy has made their brand, The Ordinary, one of the most loved and used skin-care brands on the market today.
To announce the arrival of The Ordinary in the Middle East, we were tasked with creating a captivating window display for the Sephora in the Dubai Mall, the largest mall in the world.
Art Meets Science
We created a showstopping lab-inspired window display to bring The Ordinary’s promise of “science-backed skincare” to life. Elevated with an elegant minimalism, our lab featured lustrous metallic accents, pneumatic-like tubes, and a conveyor belt lined with products. We used frosted acrylic LCD lights to soften the edges and reflected it off The Ordinary’s white tile motif to create a clinical but approachable sensation.
Getting Up Close and Personal
One of the biggest challenges was making our hero products large enough for people to see while maintaining our clean aesthetic. So, we installed a “quality control” in the form of large magnifying glasses and an LCD “x-ray machine” displaying beauty shots. DECIEM was so thrilled that they asked if we could extend our assembly line in-store with a gondola display to give customers an even better look.
Getting attention in the Dubai Mall is no easy task, but no one had seen anything like this before. Sephora called this the most impactful display they’d ever experienced. Within the first two weeks, DECIEM surpassed their monthly sales quota and has already become one of the top five cosmetics in the Dubai Mall. By the end of the fourth fiscal, they are expected to reach number one.
The Adventure Continues
We were honoured to help DECIEM break into this exciting new market and couldn’t be prouder of the creative and how well it was received. It has opened a world of possibilities for both of us, and we’re now working on bringing this creative to life in South Africa and South America. We’ll be sure to send you a postcard.
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