L’Oreal ; UAE, KSA; Black Friday; Oct–Dec 2025
Kérastase Black Friday 2025: How Swavy Transformed L'Oréal's Influencer Strategy in MENA
Background & Challenges
Swavy partnered with L'Oréal to support the Kérastase Black Friday campaign across the UAE and Saudi Arabia through performance-driven influencer marketing.
Beyond driving short-term sales, the campaign was designed as a foundational step toward transforming influencer marketing into a structured, scalable acquisition channel, one that could grow across L'Oréal's broader brand portfolio in MENA.
The campaign delivered:
Measurable revenue via coupon-based attribution
Cross-brand performance intelligence
Scalable creator ecosystems across multiple brands
Synergy with paid media amplification
4 Challenges Included
1
Driving measurable sales during a competitive Black Friday window through creator-led content
2
Turning influencer marketing into a predictable, repeatable acquisition channel, not a series of one-off activations
3
Enabling cross-brand performance intelligence and data-driven decision-making across L'Oréal's MENA portfolio
4
Managing creator operations across two markets without the overhead that typically comes with scale
How Swavy helped
For Kérastase's Black Friday campaign, L'Oréal needed more than activated creators, it needed a system. Swavy gave the team the infrastructure to run a performance-driven campaign across UAE and KSA without the operational overhead of managing 21+ influencers across two markets.
1
AI-Powered Influencer Discovery & Approval:
AI agents identified high-performing creators most likely to drive sales for Kérastase, using engagement rate, average watch time, and audience demographics, with final selection approved by the brand's team
2
Content Submission, Review & Approval:
Creators produced content based on campaign briefs and submitted it directly through the platform, where AI checked compliance before final review and approval by Kérastase
3
Individual Creator Attribution:
Every influencer was assigned a unique coupon code and tracking link tied to Kérastase's storefront, giving the team real-time visibility into exactly which creators were driving orders
4
Publishing & Real-Time Performance Tracking:
Approved content was published and monitored in real time, with all performance data consolidated into a single dashboard, providing full visibility into key metrics across creators and enabling clear, actionable insights to optimize campaign performance
5
Cross-Market Performance Optimization:
All markets were centralized into a single dashboard, allowing L'Oréal's team to benchmark creator performance across UAE and KSA, identify top converters, and continuously optimize throughout the campaign
Results & Impact
Conclusion
Swavy gave L'Oréal more than a campaign, it gave them a foundation. The creators, the performance data, and the operational playbook don't disappear after Black Friday ends. They carry forward into the next activation, the next brand, the next market.
Ready to move from fixed-fee campaigns to performance-based influencer marketing? Book a demo →
