Launching Consultant Dermatologist Dr Clare Kiely's skincare brand into clinics in Dubai and Abu Dhabi, with her expertise leading the story.
5 days from the launch release to a feature in Vogue Arabia
2 emirates at launch, with clinics in Dubai and Abu Dhabi
7 UAE and Kuwait news platforms carried the launch release
The Skin Diary was already a cult name in the UK and Ireland when it came to the Gulf. Founded by Consultant Dermatologist Dr Clare Kiely with Dr Tamara Griffiths and Professor Chris Griffiths OBE, it arrived in April 2025 with no profile in the region, and it was going into clinics in Dubai and Abu Dhabi rather than onto shop shelves.
We built the launch around the doctors rather than the jar. A VIP launch event on 12 April put the brand in front of clinic partners and beauty media. The launch release led with the science behind Night Repair Therapy, the brand's hero product, and offered interviews with Dr Kiely and Dr Griffiths. It ran across UAE news sites within a day. Then came the placement that mattered. Vogue Arabia brought Dr Kiely in as the expert voice on one of the year's most talked about beauty stories, young girls using adult skincare. That put a brand only days old in the region on the pages of the Gulf's leading fashion title, in its own founder's words.
Apr 2025: Vogue Arabia features Dr Clare Kiely as the expert voice on tweens and skincare. Apr 2025: Beautiful Lifestyle Online runs a Beauty Spotlight on the brand's UAE debut. Apr 2025: The launch release runs across seven UAE and Kuwait news platforms within a day.
12 Apr 2025: A VIP launch event introduces The Skin Diary to clinic partners and beauty media in Dubai.
15 Apr 2025: The launch release runs across seven UAE and Kuwait news platforms within a day.
17 Apr 2025: Beautiful Lifestyle Online runs a Beauty Spotlight on the brand's UAE debut.
20 Apr 2025: Vogue Arabia brings in Dr Clare Kiely as the expert voice on tweens and adult skincare.
