Lancaster is making its biggest retail statement to date in the Middle East, unveiling what is believed to be the largest Lancaster window display ever executed worldwide at Sephora, The Dubai Mall.
A Bold New Distribution Strategy
The activation marks a decisive moment in Lancaster‘s Gulf expansion. A few months ago, Coty, the Amsterdam based beauty conglomerate that has owned Lancaster since 1990, made a bold strategic decision to partner exclusively with Sephora Middle East to step change the Lancaster business across the Gulf countries. Initial campaigns focused on educating consumers about the new distribution approach, with the brand now clearly entering what its teams are calling the acceleration phase.
Lancaster at Sephora Dubai Mall
Sephora The Dubai Mall is the number one Sephora door globally and one of the highest grossing beauty retail locations in the world, drawing millions of visitors annually from across the Gulf, Asia, and Europe. The never seen before Lancaster window installation is the centerpiece of the brand’s accelerated push in the region, designed to drive visibility and brand education at the highest traffic beauty destination in the Middle East. The activation is part of a broader strategy that includes partnerships with local regional talents to ensure strong cultural relevance and the rollout of new innovations aligned specifically with the Sephora core shopper.
The Innovation Behind the Activation
A key product driving the campaign is the newly launched Lancaster Sun Perfect AIR, an invisible finish, featherlight sun protection range developed to meet the preferences of the Sephora core shopper in the Gulf. Lancaster, founded in Monaco in 1946 by biochemist Dr. Eugene Frezzati, is a pioneer in regenerative skin care, known for its expertise in skin repair and sun protection, combining cellular level skincare with advanced sun defense. The brand’s Full Light Technology, which addresses 100% of the solar spectrum, sits at the core of the Sun Perfect franchise, making it one of the most technically advanced sun skincare lines in prestige retail.
Building a Stronger Regional Business Together
The activation is the result of a close collaboration between Coty Middle East teams and Sephora Middle East, with both partners playing a central role in bringing the campaign to life.Â
Coty Senior Vice President Guilhem Widmer said, “It truly takes a village to make this happen. A sincere thank you to Sephora for the trust and strength of our partnership, and congratulations to the Coty Middle East teams whose passion and commitment made this activation happen.â€Â
With a focus on never seen before activations, local talent partnerships, and product launches tailored to the regional shopper, Lancaster and Sephora Middle East are laying the groundwork for a significantly larger presence across the Gulf countries in the months ahead.
