Strategic partnerships maximizes media campaign



Mikyajy is one of the fastest growing cosmetic brands in the Middle East.

Launched in 1999, Mikyajy, which means “My Makeup” in Arabic, has grown into a popular, lighthearted brand with over 250 stores across eight countries and 55 cities.

Matrix PR was approached to build the brand’s profile in the region, create awareness of its flagship products, and position the company as an expert in the beauty/cosmetics industry.



The main objective was to create awareness of the brand in the target market locally through various channels.

Support the brand’s communications objectives through strategic media placements and press release distribution, key media activities, and blogger collaborations.


  • Low media visibility

  • Products not widely known

  • Market flooded with similar products

  • Need to establish brand differentiation


The beauty industry is inundated with a plethora of brands vying for consumers in the same space.

There was a need to create awareness about the company’s products.

The brand needed to stand out in this crowded market.



Matrix PR used a two-pronged approach:

1. Media events to give the media an opportunity to experience/interact with the products

2. Blogger outreach programmes were used to create buzz on popular social media platforms

  • Create Image and Brand Visibility

  • Product Placement Opportunities

  • Media Relations & Blogger collaborations

Execution & Tactics


Media Relations

    • Develop and distribute press releases across key publications in the region
    • Press Releases following store openings, new collections and sales & promotions
    • Media events covering the launch of products

Product Placement

    • Facilitate and coordinate product photo shoots by key publications
    • Products placement in both English and Arabic leading publications


    • Identify collaboration opportunities as part of generating positive online activity
    • Blogger and influencer outreach (mainly KSA and Emirati)

Results / Outcome


The brand profile was enhanced through regular media coverage emanating from strategic product placements, targeted press releases and blogger collaborations.

Influencer Relations

Built strong support among many influencers in the region

Image Building

Enhanced brand presence in the region

Media Relations

Built rapport and strengthened relationships with relevant media

Awareness & Visibility

Impressive coverage across key English and Pan Arab publications within the region

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