REAL Cosmetics didn't have an awareness problem. Some branches were hard to reach, some sat close enough to compete for the same customers, and none had a clear identity. We stopped treating the stores as one network and gave each branch its own role, audience and campaign.
Dabouq became a premium beauty destination with a Gen Z edge, marketed through curated content, influencer collaborations and salon partnerships. Wadi Saqra became a professional supply hub for salon owners and beauty technicians, reached through precisely targeted ads and WhatsApp marketing. The Irbid Bus Station branch became a value outlet for students and commuters, driven by offer-led content and on-ground visibility.
Each branch got its own key visuals, video concepts, UGC, testimonials and employee-generated content. The result is one brand working in three formats, and a model that can be repeated across other branches.
