Moringa EMO: Forbidden Beauty

David Yaghoobi, Mir Damoon Mir

Moringa EMO, the health and beauty product, successfully launched its new line into a turbulent local market in Iran.

Campaign details

Brand: Moringa EMOBrand owner: Pergas TebLead agency: Zigma8Contributing agencies: Aftab Network, Sima Ara, Tehran Vision, RaseshMarket: IranIndustries: Toiletries & cosmetics (general)Media channels: Outdoor, out-of-home, Point-of-purchase, in-store, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In Iran's emerging market, the cosmetics industry had been enjoying 6% year-on-year growth1– second to Saudi in the MENA region. In this volatile market, keeping up with trends played second fiddle to keeping up with changes in local restrictions due to sanctions....

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