Noelie

Background

Noelie is an organic skincare and haircare brand from Germany, founded by pharmacist and master hairdresser Bahar Krahn and featured in Vogue, Elle and Harper's Bazaar. In 2026 it opened a UAE online store, noelie.ae, and needed a Gulf audience to discover a brand that was already established in the DACH market.

Brief and scope

Noelie wanted sales from its new UAE store, starting with haircare and skincare. The brand had strong creative in German and no audience data in the Gulf. The brief for AlCaz Media, as its international digital marketing agency, was to localize the offer, plan and run paid media on Meta, and produce creative that spoke to UAE buyers in both languages.

Deliverables

We started with the market: a UAE media plan with a path to KSA, a pricing review against local competitors, and website fixes for the Shopify store. We launched haircare and skincare campaigns on Meta, then concentrated budget on haircare and Advantage+ once the data showed where purchases came from.

What we delivered for Noelie:

• Media plan: We built a UAE media plan with a KSA phase, an optimization framework and a revenue forecast by month.
• Campaign launch: We launched haircare and skincare campaigns on Facebook and Instagram for women 23 to 50 in the UAE, then moved budget to the Advantage+ haircare campaign as it outperformed interest targeting, with our Facebook advertising agency in the UAE running the account.
• Video production: We scripted and produced AI UGC video ads around UAE hooks such as heat, air conditioning and hard water, with avatars and voiceovers in English and Lebanese Arabic, through our social media video services.
• Creative briefs: We briefed before-and-after statics, product shots and the Made in Germany angle, and tested them against each other.
• Tracking: We fixed purchase tracking on the store after two conversion errors so cost per purchase could be read correctly.
• Recommendations: We advised on pricing promotions, the skin analyzer landing page, lookalike audiences from German customers and UAE influencer options.

Results

Noelie's UAE store went live with campaigns, creative and tracking in place. Cost per purchase fell 69% from May to June 2026 as budget moved to the Advantage+ haircare campaign, and Instagram delivered 29 of the 33 add-to-carts in the launch month. The brand now has UAE audience data, Arabic creative and a plan for KSA. For an ecommerce brand at scale, read the Myjooti case study, or see our ecommerce marketing services.