2013 Winners & Shortlists

The Campaign

At the heart of the Faces brand exists a solid commitment to its beauty-conscious consumers, one which drives the brand forward and infuses it with passion since its inception in 1997 with the first store being in Kuwait. Equipped with rich knowledge of consumer habits and preferences, a kinship with local culture, and strong entrepreneurial spirit; Faces caters to all facets of the consumer journey with beauty across the marketing mix. The Challenge: Re-positioning a misunderstood brand. Amidst growing competition it becomes imperative to build association and affinity between the consumers and “Faces” beyond product offering in the KSA and UAE as the main markets. The Creative: Beauty is more than just a look. It's a reflection of a woman's personality. It tells the world “This is who I am!” Faces caters to the unique beauty that every woman has. Platform: Faces…Let Your Beauty Shine: Tagline: Faces… Your Face of Beauty

Success of the Campaign

**PLEASE TREAT ALL RESULTS AS CONFIDENTIAL: 1) Post-launch results: SALES Volume and percentage change of customer transactions (counted as volume sales) coming to Faces: The following results hold true from Jan 2013 VS. Jan. 2012 Number of Transactions increased by 24,000; +48% in KSA Number of Transactions increased by 2,000; +12% in UAE. Number of Transactions increased by 30,000; +34% Regionally Faces network sales in Nov. 2012 grew +18% versus last year. (Eid Al Adha was on October 26th) 2)AFFINITY OF CREATIVE: Pre-Airing Concept Testing: Research Partner: IPSOS 1. “Your Face of Beauty”: was the most liked concept with: • 63% likes in UAE • 53% likes in KSA. 3) PR Increase in 2012 AVE (Ad Value Equivalent) vs. 2011 by 74% 4) DIGITAL and Social Media Over 120,000 like for facebook page Over 56,000 digital cards were created and shared as part of digital activation New brand website launched

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

- Teaser / revealer in outdoor to inform consumers of the passion Faces has for their own unique beauty represented in nine key emotions - Pan Arab TVC in Arabic and English - and teaser/revealer print to consolidate and re-enforce the message same as in outdoor. Print special operations in key regional publications - In Mall experiential podium where Faces expertise in beauty (cosmetics, fragrances etc.) was communicated to consumers - PR Event: collaboration between Faces and photographer Charney Magri to capture the women’s passions through the photographer’s lens, understanding that each and every one of them has her own Face of Beauty. The women’s beautiful portraits were displayed at the gallery . - Digital: Facebook application “Your Face of Beauty” - . Allowing the beautiful fans of Faces to tell their friends, loved ones and colleagues: This beauty reminded me of you.