MIDDLE EAST CALLING: More than a year since opening in New York City, Clare Goodwin Consultancy is now expanding into the Middle East.

The beauty communications consultancy agency is teaming up with Dubai-based beauty communications agency, Bfore to support its brands such as Augustinus Bader and Slip in the market and introduce Glossier to the region.

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Bridie Forster, the founder of Bfore, will head up the operation in the region. She’s previously held positions at Parfums Christian Dior, Estée Lauder Cos. and Reiss in Dubai.

“We have seen the Middle East emerging as a hot spot for beauty brands to expand their global footprint, and our clients have been looking to us for support as they expand within the region. The region is home to a growing, digitally connected customer base, with a passion and interest in beauty and wellness,” Goodwin said in an interview.

The partnership will see the two agencies coming together to deal in events, conscious social endorsements, meaningful and creative content programs and partnerships, as well as community building with brands, influencer marketing and 360 communication strategies.

According to data analytics company Chalhoub Group Intelligence, in 2023 the Middle East beauty market witnessed a firm 14 percent growth, with Saudi Arabia standing out in the results.

“Our approach [into the Middle East] focuses on expanding our brands presence through their respective wholesale channels with particular emphasis on the U.A.E., Saudi Arabia and Kuwait,” Goodwin said.

“Kuwait and Qatar are markets with highly engaged consumers who have a strong appreciation for luxury beauty,” she added, sharing that her agency has been consistent in year-on-year growth since launching in 2018 and its expansion into the U.S. has been fruitful.

Goodwin also has a talent arm called The Collective that’s part of her agency that’s run from London and is currently “scaling well in the U.K. and we will look to expand to the Middle East in the future,” she said.

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