Inside “The Beauty Edit”: Spark Foundry’s Exclusive Dubai Event Featuring LVMH Brands

Spark Foundry ME Hosts Exclusive Beauty Summit: A Vision for the Future of Beauty in the GCC

On May 22, Spark Foundry ME, a prominent entity within Publicis Media Middle East, hosted an exclusive beauty summit that brought together renowned LVMH beauty brands and leading media partners. This closed-door session, aptly named "The Beauty Edit," took place on the stunning rooftop of the Choueiri Group headquarters in Dubai, setting the stage for insightful discussions on the future of beauty in the region.

A Gathering of Industry Leaders

The summit welcomed teams from prestigious brands such as Louis Vuitton, Parfum Christian Dior, Tiffany & Co., Guerlain, Givenchy, Loewe, Sephora, and Make Up For Ever. Alongside these luxury brands, influential platforms like TikTok, Snapchat, Seedtag, Hypermedia, Footballco, Publicis Groupe Sports & Content, and Citizen K participated in the event. This diverse mix of attendees underscored the collaborative spirit necessary to navigate the rapidly evolving beauty landscape in the Gulf Cooperation Council (GCC) region.

Navigating Change in the GCC

The conversations at The Beauty Edit highlighted the unique challenges and opportunities within the GCC market. With discovery becoming increasingly fragmented and consumer expectations soaring, brands are compelled to innovate at a faster pace. The summit served as a platform to explore how beauty brands can maintain cultural and commercial relevance by leveraging data, creativity, and consumer insights.

Nicola Lavelle, director of digital marketing at Guerlain, emphasized the summit’s significance, stating, “The Beauty Summit was a unique and energizing experience where we had the opportunity to explore the very latest innovations from our key tech partners in the region.” She noted the importance of AI-powered strategies, TikTok trends, and the growing influence of women’s footfall in Saudi Arabia, all of which are crucial for meaningful audience engagement.

Innovations in Digital Engagement

One of the standout moments of the summit was the showcase by AO, which presented hypermedia technology for digital out-of-home (DOOH) advertising. This innovative approach combines real-time audience data with eye-tracking technology to enhance consumer engagement. Lavelle remarked, “Events like this are invaluable, not just for staying ahead of the curve, but for reimagining what’s possible in our industry.”

Cross-Industry Inspiration

The summit also highlighted how luxury brands are drawing inspiration from various industries to ignite innovation. Ghia Hawari, marketing and communication director at Tiffany & Co., noted, “The LVMH Publicis Beauty Summit in Dubai really captured how fast the region is moving in organic content, media evolution, and AI-driven creativity.” She emphasized the importance of emotional connection and authenticity in creating aspirational experiences that enhance brand desirability.

The Power of Data-Driven Storytelling

Another focal point of the discussions was the rising significance of data-driven storytelling in beauty marketing. Evguenia Leshkova, retail director at Louis Vuitton, remarked, “The Beauty Summit was a great platform to connect with industry peers, exchange insights, and explore emerging trends shaping the future of beauty and consumer engagement.” She highlighted the transformative potential of data-driven storytelling in crafting impactful and emotionally resonant brand experiences.

Bridging Creativity and Measurable Impact

The summit underscored the value of merging creativity with measurable outcomes. Claudia Garcia, media manager at Dior, stated, “What made the Beauty Summit so impactful was seeing how data and creativity come together to shape the future of beauty.” She emphasized the insights gained into consumer values, such as authenticity, innovation, and self-expression, and how these preferences are continuously evolving.

A Strategic Pulse Check for the Future

Alain Brahmachari, CEO of Spark Foundry Middle East, encapsulated the essence of the summit by stating, “This region is defining what’s next for beauty, across commerce, content, and consumer behavior.” He explained that The Beauty Edit was designed to bring the right people together in a focused environment, away from distractions, to thoughtfully consider the future direction of the industry.

Manal Naboulsi, business lead at Spark Foundry Middle East, added, “This wasn’t just a knowledge share; it was a strategic pulse check.” She highlighted the shared ambition among partners and the pivotal role Spark Foundry plays in shaping the future of beauty.

Conclusion

The Beauty Edit is part of Spark Foundry’s ongoing commitment to collaborating with LVMH brands across the region. By connecting data, creativity, and media, the summit aimed to drive meaningful outcomes in a rapidly evolving beauty landscape. As the GCC continues to redefine beauty standards and consumer expectations, events like The Beauty Summit are essential for fostering innovation and collaboration in this dynamic industry.