Ongoing | 2024 - Present
Performance & Growth
Strategic Advisory
CMO for Hire
Creative Direction
Brand Guidelines
Repositioning a Dubai Salon Into a High-Performing, Premium Brand
Maja Beauty operates in one of the most competitive beauty markets in the region—Dubai, UAE. Located in Meydan, the salon offers premium services but was struggling to attract the right clientele. Their marketing was bringing in leads, but they were often price-sensitive or looking for services Maja didn't want to focus on.
When Makina stepped in, the challenge was clear: Meta campaigns were attracting the wrong audience.
The core issues were:
- Misaligned Targeting: Ads were reaching discount-seekers, not premium clients
- Inconsistent Branding: The visual identity didn't reflect the high-end nature of the salon
- Low Retention: New clients weren't turning into loyal regulars
- Operational Disconnect: Marketing wasn't aligned with the salon's capacity or high-margin services
Maja Beauty needed to stop chasing volume and start building a brand.
Full CMO Partnership
Makina worked with Maja Beauty as a true marketing partner, not just a service provider. We integrated deeply into their business to align operations with marketing.
Brand Repositioning
We elevated the brand's visual and verbal identity:
- Premium Aesthetic: Shifted content to a minimalist, high-end editorial style
- Service Focus: Centered campaigns around high-margin, signature treatments (e.g., specialized hair treatments, nail art)
- Value-Based Messaging: Stopped competing on price; started competing on expertise and experience
Performance Strategy
We restructured the ad accounts to target "Affluent Expats" and "Beauty Enthusiasts" in specific zones (Meydan, Downtown, Business Bay). We used:
- Video-First Ads: Showcasing the process and result of treatments
- Lead Qualification: targeting users willing to book via WhatsApp for a personalized consultation
Repositioned as a luxury beauty destination in Meydan
Clients who value quality over price
Scalable marketing system with CMO-level partnership
The impact is clear and transformative:
- Higher Ticket Value: Attracting clients who spend more per visit
- Better Retention: New clients are coming for the quality, not the deal, and returning
- Brand Clarity: Maja Beauty is now recognized as a premium destination in Meydan
- Operational Efficiency: Marketing spend is now driving profit, not just busy-work
A Luxury Brand in the Making
Maja Beauty has successfully pivoted from a standard salon to a premium beauty destination. The "CMO for Hire" model ensured that every marketing dollar spent contributed to building long-term brand equity, not just short-term sales.
