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Makeup and cosmetics ads in the Gulf: what sells, and how it is advertised

Makeup is the most video-driven category in the Gulf: 91% of its ads are video, because the product sells by the result on a face, not by the box. We read 7,550 recent Arabic makeup and cosmetics ads from 757 pages, and this is what the ads that sell do.

3 min readThe GccFY team
Makeup and cosmetics ads in the Gulf: what sells, and how it is advertised
In this article
  1. The video is the ad
  2. The gift is makeup's weapon
  3. Where makeup ads run
  4. Prices
  5. Who advertises most
  6. Copy templates for makeup ads

Key takeaways

  • 91% of makeup ads are video: before and after on a face in the first two seconds.
  • A gift in 30% of the ads, the highest share of any category: "buy 2, the third is a gift".
  • A discount or an offer in 51%, cash on delivery in 21%.
  • The median advertised price is SAR 149; half of the ads sit between SAR 78 and 250.

The video is the ad

No category depends on video like makeup: 91% of its ads. The form that repeats in the longest-running ads: a bare face, then the result within three seconds, then the product and the price, then the offer. A Gulf Arabic voice-over lifts engagement, and text over the video covers whoever watches without sound.

Makeup ads sorted by longest running in GccFY: before-and-after videos that have run for weeks.
Makeup ads sorted by longest running in GccFY: before-and-after videos that have run for weeks.

The gift is makeup's weapon

A gift in 30% of makeup ads, more than any other category: a brush with the foundation, a lipstick with the set, "buy 2, the third is a gift". A discount or an offer in 51%, cash on delivery in 21%: the customer wants to try the shade before paying. Free delivery matters less (10%) because the order is small and cheap to ship.

Where makeup ads run

Saudi Arabia and the UAE are close, then Kuwait and Qatar. A makeup ad usually runs in several countries at once: the product is light, shipping is easy and the audience is one. Read Trending in the UAE and Trending in Kuwait for the differences.

Prices

Of 152 ads that stated a price: the lower quartile up to SAR 78, the median 149, the upper quartile from 250. The "set" range: an ad rarely sells one lipstick, but a bundle at one price with a gift.

Who advertises most

The page with the most ads in the category: "Sparkpire100" (176 ads), then "Mellowdow022" (154) and "Chimecharm05" (100). The category is concentrated: only 757 pages run 7,550 ads, so each advertiser runs many ads and keeps testing shades and offers.

WhatsApp without a store first, then Shopify and LightFunnels (a single-product landing page). Read Skincare ads and Perfume ads for the two neighbouring categories.

Copy templates for makeup ads

AngleCopy (ours)
The result"Full coverage in one layer, lasts 12 hours without cracking. See the difference in the video. SAR [price]."
The gift"A [count]-piece set + a brush as a gift. Buy 2 and the third is free, cash on delivery."
The shade"[count] shades for every Gulf skin tone. Wrong shade? Exchange it free within 7 days."
Urgency"Limited quantity this week only. Order now."

More in Arabic ad copy.

The GccFY teamThe GccFY team follows Arabic ads in the six Gulf markets every day and writes these articles from the library's data and sellers' experience.

Frequently asked questions

Which makeup products are advertised most in the Gulf?
Foundation and concealer sets, long-wear lipstick, mascara and eyeliner, and "full set" bundles at one price. The longest-running ads in GccFY give the live list.
How much does makeup cost in the ads?
The median price is SAR 149; half of the priced ads sit between SAR 78 and 250, usually for a set, not a single item.
Is video necessary for a makeup ad?
Necessary: 91% of the ads are video. Before and after on a real face is what sells.
Do gifts work in makeup ads?
More than in any category: 30% of the ads mention a gift. A brush or an extra piece lifts conversion at a small cost.
Where do I see competing makeup ads?
In Meta's Ad Library with "مكياج" or "روج" and the country, or in GccFY sorted by longest running with the store page behind each ad.

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