For Emirati Women’s Day this year, Dyson launched a campaign titled ‘Firsts’ to celebrate women from the region who have been pioneers in their fields of work. The campaign intends to pair Dyson’s advancements in hairstyling technology with the same drive and motivation that charge this selection of women to achieve greatness in their careers.
The initiative spotlights Marwa Al Mamari, the first Emirati woman to become an aerospace engineer, Ameni Esseibi, the first ‘curvy’ model from the Middle East, and Samira Alkhamis, one of the first Saudi Arabian women to become a professional ballerina.
The campaign was inspired by the insight that 72 per cent of consumers in the Middle East value seeing people from their community in content. It also aims to jump on the trend of the rise in the use of locally relevant models and imagery in the luxury, beauty and leisure industries.
Explaining the objective of the campaign, the brand said in a statement: “We wanted to shed a spotlight on women who are not only locally known but also innovative and paving the way as the firsts in their respective fields, similarly to Dyson.”
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The brand chose to collaborate with Al Mamari (seen above) as she navigated the traditionally male-dominated field to break barriers and has since used her platform to highlight the importance of encouraging women to pursue STEM fields.
According to Dyson, her passion for innovation, design and developing new and better technologies aligns with its commitment to solving problems others often ignore. This aims to draw a parallel to how Dyson engineers tirelessly worked on the Dyson Airwrap multi-styler, creating 500 prototypes to perfect it.
Similarly, Esseibi is a champion of body positivity, inspiring women to embrace self-acceptance and break societal norms. The way she broke boundaries and overcame challenges echoes James Dyson’s journey to success.
Lastly, Alkhamis, one of Saudi Arabia’s first professional ballerinas, pursued her dream despite criticism, mirroring Dyson’s commitment to innovation.
“Our messaging around this topic is reflected in the essence of our products, which are designed to enhance personal beauty. Through our technology, we give women the power to style their hair with confidence without compromising on hair health,” the brand stated.
The brand ran the campaign on its social media platforms, namely Instagram, TikTok, YouTube and Snapchat. It said it followed this route as the campaign was targeted towards beauty lovers with a focus on Gen Z and millennials.
“Our research indicated to us that these segments are increasingly using social media to search for news, find information about new products and their usage, and discover beauty hacks. That’s why our rollout plan is very social-driven,” said Dyson. The campaign drove around 27k views across TikTok and Instagram Reels.
Credits
Marketing: Yara Moosa, Alice Bugeja
Design: Soline Jamsarian, Izz Abdulhameed
PR: Nadia Taha
Media: Joelle Barakat
Hair: Sebastian Iskander
Makeup: Jean Kairouz
Talents: Marwa Al Mamari, Ameni Esseibi and Samira AlKhamis
Agencies: UM & Weber Shandwick
