Elevating a Fast-Growing Beauty Brand Through Targeted Media and Partnerships
Mikyajy is one of the fastest-growing cosmetic brands in the Middle East, with a strong retail footprint spanning more than 250 stores across eight countries and 55 cities. Launched in 1999, the brand has built a recognizable, lighthearted identity and a loyal customer base, positioning itself as an accessible and contemporary beauty brand in the region.
As the brand continued to scale, Mikyajy sought to strengthen its profile in key markets, increase awareness of its flagship products, and reinforce its credibility within the competitive beauty and cosmetics sector. While the brand had a strong retail presence, there was an opportunity to deepen media visibility and position Mikyajy as an industry expert.
Matrix PR was engaged to elevate brand awareness locally, build sustained media presence, and support Mikyajy’s positioning through strategic partnerships, media engagement, and targeted collaborations.
* Increase brand awareness in key regional markets through a multi-channel communications approach.
* Build sustained media visibility for Mikyajy and its flagship products.
* Support the brand’s communications goals through strategic media placements and press release distribution.
* Strengthen brand credibility through key media activities and blogger collaborations.
Low visibility across mainstream and lifestyle media.
Limited awareness of Mikyajy’s product range.
Highly saturated beauty market with similar offerings.
Need to clearly differentiate the brand.
Research confirmed that the regional beauty market was crowded with brands competing for the same consumer attention.
Media and consumer behavior analysis showed that awareness, rather than product availability, was the key gap.
The findings reinforced the need for a strategy focused on visibility, relevance, and differentiation, positioning Mikyajy to stand out through targeted media exposure and strategic partnerships.
Matrix PR used a two-pronged approach:
1. Use media events to give journalists direct exposure to Mikyajy products and brand experience.
2. Activate blogger outreach programs to generate buzz across key social media platforms.
Create Image and Brand Visibility: Consistent media and influencer activity positioned Mikyajy as a recognizable beauty brand in a crowded market.
Product Placement Opportunities: Hands-on product experiences enabled authentic coverage and credible recommendations.
Media Relations & Blogger Collaborations: Strategic partnerships amplified reach, supported awareness, and reinforced brand differentiation.
* Developed and distributed press releases across key English and Arabic publications in the region.
* Secured coverage around store openings, new collections, and promotional campaigns.
* Organized media events to support product launches and brand visibility.
* Coordinated product photo shoots with leading regional publications.
* Secured product placements across top English and Arabic media titles.
* Ensured consistent visual presence aligned with brand positioning.
* Identified strategic collaboration opportunities to drive positive online engagement.
* Activated blogger and influencer outreach, primarily across KSA and the UAE.
* Extended campaign reach through authentic, locally relevant partnerships.
The brand profile was enhanced through regular media coverage from strategic product placements, targeted press releases, and blogger collaborations.
Matrix PR built strong, sustained support among regional bloggers and influencers, creating authentic advocacy and consistent online engagement for the brand.
The campaign strengthened Mikyajy’s brand presence across the region, reinforcing its position as a recognizable, credible beauty brand in a competitive market.
Ongoing media engagement helped build rapport and long-term relationships with relevant English and Arabic publications, supporting regular, meaningful coverage.
Mikyajy achieved impressive exposure across key English-language and pan-Arab media, significantly increasing brand awareness and visibility within the regional beauty landscape.
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