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 shop
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