Garnier (L'Oréal) / Saudi Arabia / 2024Film · Social
Garnier Ramadaniyaat.
Garnier made Ramadaniyaat, a short late-night talk show on Shahid for young Saudis, where hosts and guests talked about love, break-ups and self-expression during Ramadan.
- Brand
- Garnier (L'Oréal)
- Agency
- Wavemaker MENA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Garnier was losing relevance with young Saudis, and Ramadan is its biggest sales period. Ramadan TV is dominated by conservative family programming that younger viewers felt did not reflect them.
The idea
The brand partnered with Shahid on a four-episode series, each capped at five minutes and released weekly on Thursdays. Influencers appeared as hosts and guests and drove their own followers to the show, while skincare routines were worked into the conversation. A second season followed in 2025.
Results
- Brand love among young people rose from 20% to 37% (Kantar), according to L'Oréal's Cannes Lions 2025 entry
- Market share up three points in the month, according to the same entry
Case study source: MENA Effie Awards Source ↗
