The Beauty-ful Game.
For the 95th National Day, FACES linked footballer Saud Abdulhamid's match-day grooming rituals to fragrance in a film, social content and store takeovers.
- Brand
- FACES
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
FACES wanted a National Day campaign that felt culturally authentic and treated beauty as discipline and confidence rather than appearance, while driving traffic online and in stores. Its main audience was young Saudi men who follow football.
The idea
Under the theme 'The Beauty-ful Game', a hero film and photo series followed Saud Abdulhamid's routines before and after matches, featuring fragrances including Prada Paradigme and YSL Myslf. Short videos ran on Instagram, TikTok, Snapchat and YouTube, supported by personalised CRM, a curated landing page and in-store visual takeovers for about a month around National Day.
Case study source: Campaign Middle East Source ↗
