Dabur International’s FEM Arabia, in collaboration with LPS Brands, has revealed details of its FEM campaign to build awareness and engagement around the new packaging launch of the Dabur FEM Hair Removal Cream (HRC).
With a specific focus on connecting with younger Arab women across the GCC region, the FEM campaign leaned into a digital-first rollout, led by a vertical-format music video, influencer-driven content and targeted social media activations.
Select below the line (BTL) activities were also executed at key retail outlets to drive in-store visibility. Visually, the campaign leaned into showcasing the refreshed look of the FEM HRC packaging, marrying cinematic craft with short-form vertical formats.
The campaign was entirely conceptualised, executed and produced in-house by LPS, bringing together a fully staffed film crew including director, DOP, ADs, vertical Trinity operator, art and production team.
At the heart of this campaign was a full-scale production shot in Dubai with leading influencer Eya Fattouh, captured on Alexa 35 using a vertical Trinity rig – a setup that enabled immersive movement and brought cinematic precision to short-form, mobile-first storytelling.
This rig allowed for dynamic, movement-rich shots tailored to the vertical frame, creating a visual language that was intended to feel both premium and platform-appropriate. The platform selection, led by Instagram Reels and TikTok, was intentional, maximising impact where the audience is most active.
In conversation with Campaign Middle East, Hamza Sheikh, Head of Production, LPS Brands, said, “Vertical isn’t a compromise, it’s a creative choice. With FEM, we approached the format not as a limitation, but as a space to innovate. Every frame was built for mobile, but treated with the same intent and discipline as cinema.”
While vertical ads are now common, very few campaigns globally have brought this level of cinematic precision to the format. By fronting the campaign with a well-known Arab influencer, the brand ensured it maintained cultural and emotional relevance.
@fem.arabia عصر جديد من فيم يبدأ الآن ✨ لأن الجمال لا يجب أن يكون معركة! لا مزيد من اللدغات، ولا أي إحساس قاسٍ بعد الآن. فقط عناية لطيفة ببشرتك، مع نعومة أكثر بـ9 مرات! هذه هي فيم، بإطلالة جديدة. #فيم_بوجه_جديد A new Fem era begins✨ Because why should beauty come with pain? No more stings and absolutely no more harsh after-feel. Just something that’s kind to your skin, with 9X smoother results! This is Fem, reimagined. #FemGotANewFace #LoveYourSkin ♬ original sound – Fem Arabia
FEM Arabia didn’t cut corners; it raised the bar. In a digital landscape dominated by fast content and fleeting trends, FEM chose to challenge the norm by combining short-form storytelling with cinematic craft.
Given the brand’s core target audience, which is Gen Z and young, social-first Arab women, the campaign needed to be native to mobile behaviour while still standing out from the clutter.
Aasim Shaikh, Managing Director, LPS Brands, told Campaign Middle East: “Middle East audiences are digital-native and culturally sharp. They know the difference between content that’s made for them, and content that’s just placed in front of them. Native storytelling is about earning that attention with precision, pride and a point of view.”
“This led to a vertical-first strategy, which wasn’t just about screen orientation, but about reimagining the production and storytelling approach from the ground up,” Shaikh added.
The brand collaborated with Eya Fattouh, a prominent influencer who served as the face of the launch. Her authenticity, regional following and digital presence made her an ideal fit for the campaign’s objective.
“In today’s content economy, influence isn’t transactional, it’s contextual. The choice of talent was based on shared values, relatability, and narrative fit. Her presence added authentic voice and credibility, which helped translate the brand’s messaging into something the audience could see themselves in,” the LPS Brands team shared in a statement.
Fattouh turned into the conduit between the high-craft storytelling and the everyday consumer journey. By placing her at the centre of a vertical, cinematic experience rather than a standard ad spot, LPS helped the audience engage with the brand in a more emotive, immersive and platform-native way.
Ultimately, this approach delivered on the core objective of packaging visibility which was built into the narrative and not as a product plug, but as a visual hero woven into an share-worthy story.
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The campaign is currently running across the GCC region, and is slated to run for 3 months. The campaign’s performance is being tracked through platform-specific metrics such as views, engagement rates, completion rates and audience interaction – all aligned with the brand’s primary objectives of visibility, emotional resonance and shareability.
In addition to digital engagement, the brand is also closely monitoring uplift in product inquiries and retail sales, especially in regions where supporting BTL activations and influencer engagement are running in parallel.
CREDITS:
Client: FEM Arabia
Agency: LPS Brands
Influencer: Eya Fattouh
