NEOSTRATA UAE and KSA Launch
House of Comms launched skincare brand NEOSTRATA in the UAE and KSA with a media and influencer event that the agency reports delivered 19.8M reach.
Case in 60 seconds
The brief was to launch NEOSTRATA, described by the agency as the leading skincare brand, in the UAE and KSA, which meant introducing the name to two markets on the same schedule.
The campaign appears to turn on the overlap between editorial authority and creator reach, because a skincare claim travels further when dermatologists and magazine titles stand behind the same launch that influencers post from.
The organizing move was one launch event in the UAE serving both markets, with influencer trips planned from KSA for attendance, so a single occasion carried the introduction rather than two separate market launches.
House of Comms found the venue, proposed activations and guestlists, arranged paid partnerships with influencers and dermatologists, liaised with the branding team, planned influencer trips from KSA, and managed contracts, briefings and timelines for every paid partner. Key media and influencers based in the UAE were invited, RSVPs were handled and physical invites were delivered to confirmed attendees, with 38 attending, among them Haneen Odeh, Caroline Labouchere and Vogue Arabia.
House of Comms reports 19.8M Reach, 260 Pieces of Coverage and 317K+ PR value in USD, with over 200 Instagram and Snapchat stories from the event and +288 followers for the NEOSTRATA Arabia Instagram page.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Snapchat
- Instagram and Snapchat stories
- physical invites
Partners
- House of Comms (lead_agency)
Participation mechanic
- Attendance carried the mechanic, with invitations sent to a selected media and influencer guestlist, RSVPs managed and physical invites delivered to confirmed attendees, who then posted from the event to Instagram and Snapchat.
Creator role
- Caroline Labouchere — creator
- Dana Ahmed — creator
- Haneen Odeh — creator
- Miriam Abadi — creator
- Njoud — creator
- Sausan Al Sadi — creator
- Yasmine Zahran — creator
- Zahra Lyla — creator
- 38 key media and influencers
- influencers travelling from KSA for event attendance
- paid partnerships with influencers and dermatologists
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Instagram follower growth | The event generated over 200 Instagram and Snapchat stories, resulting in +288 followers for the NEOSTRATA Arabia Instagram page. | follower_growth |
| PR value in USD | 317K+ PR value in USD | performance |
| media and influencers in attendance | 38 Media & Influencers in Attendance | creators_count |
| pieces of coverage | 260 Pieces of Coverage | performance |
| reach | 19.8M Reach | reach |
Why House of Comms's strategy worked
- 1
Pairing dermatologists with influencers on paid terms appears to give a skincare launch two kinds of credibility at once, because clinical endorsement answers the efficacy question that creator content on its own leaves open.
- 2
Bringing talent from one market to an event staged in another reads as a way to open two countries from one production, which suits brands launching across the Gulf on a single schedule.
- 3
The distance between 19.8M Reach and +288 followers suggests event-led press work moves awareness far faster than it builds owned audience, so a launch of this shape is better judged on coverage than on follower growth.