In one of MENA’s most competitive beauty categories, Beiersdorf turned to data precision to reach new customers and measure real sales impact. The NIVEA Natural Glow campaign – run in collaboration with Publicis Groupe Middle East, LiveRamp and Carrefour – used first-party retail data to connect online exposure with in-store conversion, delivering a 102 per cent revenue increase and significant new-to-brand growth.
The challenge
MENA’s beauty and personal care market, valued at $46bn in 2024, remains one of the most competitive globally. Beiersdorf, home to leading skincare brand NIVEA, aimed to expand its share of this market by driving measurable sales growth, acquiring new shoppers, and deepening brand penetration for NIVEA Natural Glow.
To achieve these goals, the brand needed a smarter, data-driven approach that would go beyond traditional audience targeting. The challenge was to connect media exposure directly to retail outcomes, identifying and converting new-to-brand buyers while improving overall marketing efficiency.
The solution
Beiersdorf partnered with Publicis Groupe Middle East, LiveRamp, and Carrefour to pioneer a data collaboration model linking first-party retail transaction data with precision marketing. The collaboration leveraged LiveRamp’s clean room technology, enabling secure and privacy-safe data matching between the retailer’s customer base and Beiersdorf’s media activation strategy.
Using insights derived from Carrefour’s first-party data, Publicis ME built custom audience segments that were activated across TikTok, Instagram, and Facebook. This deterministic targeting allowed Beiersdorf to measure, with accuracy, how each exposure influenced sales – both in-store and online.
“Our first pilot with Carrefour, Publicis, and LiveRamp truly showcased the power of deterministic audiences,” said Hind Abou Lteif, Precision Marketing Lead, Beiersdorf. “By combining retail data and media via clean rooms, we achieved exceptional results in our online campaigns, surpassing even our Ramadan benchmarks, which is one of our highest-performing periods. This proves the real impact of leveraging deterministic audiences at scale.”
Aditya Deb, E-Comm Performance Marketing Manager AME at Beiersdorf, added: “What excites me most about this pilot is how seamlessly we could connect retail data with media activation to drive tangible business results. By unlocking deterministic targeting through LiveRamp and activating across TikTok and Meta, we didn’t just see impressive uplift in sales, but also proved how activating retail media networks can directly translate into incremental revenue and market share. This approach sets a new benchmark for how cross-functional teams can scale precision marketing in the region.”
The results
The campaign exceeded expectations across every performance metric, delivering significant measurable growth for NIVEA Natural Glow:
- +102 per cent incremental revenue
- +53 per cent new shopper growth
- +116 per cent incremental shopper growth
- 94 per cent of new shoppers were new to brand
Beyond short-term sales impact, the initiative demonstrated how collaboration between brands, agencies, retailers, and data technology partners can reshape media measurement and customer acquisition in the region.
“This pilot demonstrates the real power of combining retailer data, clean room technology, and strategic media execution,” said Mazen Mroueh, Head of Performance Product & Operations, Publicis Groupe Middle East. “Beyond the impressive uplift in revenue and new shoppers, it lays the foundation for a new era of data-driven growth across the region.”
Basith Abdul, Performance Director, Zenith, added: “Partnering with Beiersdorf on this journey shows how forward-thinking brands can leverage retail media to set new benchmarks for measurable impact and deliver scalable growth.”
Echoing this, Oliver Klander, Commercial Director MENA at LiveRamp, commented: “As the market continues to develop, it is exciting to see pioneers like Beiersdorf push the boundaries of data-driven success. Working hand-in-hand with Publicis ME and our retail and platform partners to drive these results, the collaboration sets a new standard for measurable growth and true, meaningful innovation.”
Following the pilot’s success, Beiersdorf plans to scale the approach further, expanding its collaboration with LiveRamp, Publicis ME, and retail partners to enhance omnichannel targeting, unlock deeper customer intelligence, and refine performance measurement frameworks across future campaigns.
