L’Oréal haircare brand Garnier needed to produce educational yet entertaining content to promote its newest range, Almond Milk. Its goal was to raise brand equity and drive sales for its natural care megabrand.
The main target audience was women in Saudi Arabia aged 15-50, interested in beauty and natural hair care products.
Garnier decided to leverage its relationship with Meryem Karim, a popular influencer better known as Mimi on her Instagram handle @Eswaratti. She has 1.6 million followers.
In partnership with Mimi, media agency UM and Facebook Creative Shop, L’Oréal created an authentic communication platform to educate consumers on Ultra Doux’s newest range, and in particul
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