Case study
Inside Garnier’s Ramadan sponsorship strategy on Amazon in the UAE and Saudi Arabia
Although Garnier has operated in the UAE and Saudi Arabia for many years, the beauty brand recognized they could be doing more to improve their online customer engagement. So in 2023, Garnier adopted a new strategy to amplify awareness and purchase intent online among new-to-brand customers, using a variety of Amazon Ads solutions. They timed their campaign to coincide with Ramadan, marking one of the first instances a beauty brand had officially sponsored a key seasonal event on Amazon in these two countries.
Garnier’s Ramadan sponsorship campaign on Amazon
Garnier’s innovative “Reveal Your Natural Beauty This Ramadan” campaign successfully merged the brand’s natural beauty ethos with customer trends toward minimal makeup and enhanced skin care and hair care during Ramadan. This resulted in the brand exceeding benchmarks across ad awareness, brand favorability, consideration intent, and purchase intent, achieving a milestone for Garnier in expanding the beauty category on Amazon and engaging new customers.1
Furthermore, the beauty brand saw a 230% surge in glance views on Amazon,2 signaling strong initial customer engagement and a 2.6x increase in branded keyword traffic,3 showcasing the campaign’s effectiveness in boosting Garnier brand awareness and encouraging direct searches.
Finally, the campaign also received a 2.3x return on ad spend,4 demonstrating Garnier’s strategic use of advertising to not only reach but also resonate with and convert their audiences.
“This campaign was a milestone for Garnier demonstrating our strength in amplifying a beauty moment. We came in strong, we had the right messaging, the right placement, and most importantly the right products, which resulted in outstanding results, leading the growth of the beauty category on Amazon.”
— Sara Sakaya, Online Brand Manager, Garnier
1-4Amazon internal data, UAE, KSA, 2023