Spark Foundry ME, part of Publicis Media Middle East, hosted an exclusive beauty summit on 22 May, bringing together LVMH beauty brands and leading media partners for a closed-door session focused on the future of beauty in the region. The event, curated by Publicis Media Luxe, a bespoke luxury agency within Spark Foundry, was held on the rooftop of the Choueiri Group headquarters in Dubai.
The Beauty Edit welcomed teams from Louis Vuitton, Parfum Christian Dior, Tiffany, Guerlain, Givenchy, Loewe, Sephora, Make Up For Ever amongst others alongside platforms including TikTok, Snapchat, Seedtag, Hypermedia, Footballco, Publicis Groupe Sports & Content, and Citizen K. The conversations reflected the pace of change in the GCC, where discovery is fragmented, expectations are higher, and innovation cycles are faster. It was also a space to explore how beauty brands can stay culturally and commercially relevant through a sharper lens on data, creativity, and consumer insight.
One of the most talked-about moments came from AO’s showcase of hypermedia technology for digital out-of-home (DOOH), which blends real-time audience data with eye-tracking to elevate consumer engagement. The summit also surfaced how luxury brands are embracing cross-industry inspiration to spark innovation. Another key focus was the rising importance of data-driven storytelling in beauty marketing. For many, the biggest value came from bridging creativity with measurable impact.
The Beauty Edit is part of Spark Foundry’s ongoing work with LVMH brands across the region, connecting data, creativity, and media to drive meaningful outcomes in a rapidly evolving category.
