AI, authenticity and omnichannel to transform CPG

Gulf consumers today are more value-driven, less loyal, and always connected across channels. How are you thinking about building real brand loyalty in this fast-moving market?

You know, the Gulf consumer today is incredibly savvy. They’re informed, they’re demanding, and they’re constantly connected, so loyalty can’t come from just having a good product anymore. For us, loyalty is really built on experience, relevance and connection. This approach reflects Henkel’s 150-year pioneering spirit, continuously challenging conventions and evolving with consumers, while staying rooted in a strong heritage that gives us the confidence to adapt to new expectations.

First, we follow our new philosophy, which came into being in 2025, and what we call an offer “For Every You”. People want brands that reflect their identity, their personality, their hair type, and their lifestyle wherever they are in their beauty journey. So, personalization is a must.

Second, we’re intentionally building a culture and a community. Whether it’s in hair salons, online, or on social platforms, we want people to feel seen, valued, and part of something that celebrates them.

And of course, availability everywhere.

Omnichannel strategy, the core of our global strategy vision, is essential because consumers now move seamlessly between salons, retail stores, e-commerce, and social commerce.

And lastly, real value beyond price.

Consumers in this region reward brands that deliver results. Honest performance. Transparency. Trust built over time. That’s how loyalty is earned today.

Marketing budgets are spreading across TV, digital, retail media, and creator-driven channels. Where are you putting your biggest bets, and what are you scaling back on?

Honestly, our biggest bets are on social-first platforms. That’s where culture is happening, where trends start, and where decisions are made. Not just in the GCC, but everywhere. As media habits evolve rapidly, at Henkel, we embrace change with confidence, using strong foundations to stay relevant in a digital-first world.

TikTok helps us spark discovery, Instagram drives aspiration, and Snapchat is amazing for high-frequency engagement, especially with Gen Z.

Creators are also becoming massive trust builders. And because the GCC is so diverse, we’re very intentional about working with creators who reflect that diversity from different nationalities, hair needs, languages, so we speak to the full spectrum of consumers.

We’re also modernizing and differentiating our brand image by anchoring Schwarzkopf in culture with activities such as Primavera Sound Festival in Barcelona.

And yes, we’re scaling back on fragmented traditional tools that don’t move the needle. If it dilutes ROI and doesn’t add brand value, it’s out.

With so much focus on ROI and performance, how do you make sure creativity still has a seat at the table? What does ‘creative that works look like for your brand today?

With the explosion of social media content, creativity has become more essential and important than ever, not less. In a landscape where consumers scroll through thousands of pieces of content every day, the only way a brand truly stands out is through bold, insight-led, emotionally resonant creativity.

For us, it starts with authentic, culturally rooted storytelling. Consumers want to see their own lives, aspirations, and identities reflected in the stories we tell. That’s why our “Hair Stories” series that accompanied our “For Every Youˮ launch campaign has been so powerful.

Second, we put the consumer as the hero of their own story. It’s not just about elevating your hair, but it’s more about your identity, confidence and self-expression. We show how our brand helps them shine in their own story.

And even though formats change, a 10-second TikTok, an Instagram Reel, a Snapchat Filter, a long-form video, the core brand message stays consistent. That consistency is what builds memory, mental availability and long-term trust.

Data helps us refine, but creativity leads the way.

What have you learned about using AI to connect with consumers, without losing the human touch?

First, AI is becoming the new search engine and shopping interface. People are already using ChatGPT to ask which products to buy.

So, brands need to be optimized and AI-ready, feeding accurate product info, USPs, ingredients, usage guidance, everything. If we’re not there, we won’t be recommended.

Second, you have AI-powered diagnosis and personalization tools. We are seeing AI integrated into hair and scalp consultation tools that define the needs and instantly give recommendations from your brand. This is what we are integrating into our Salon Lab Analyzer.

But, and this is important, human touch remains irreplaceable. Our role is to ensure that AI enhances the experience, not replaces the emotional connection that builds long-term loyalty.

Knowing what you know today, and if we fast-forward to 2030, what trends or innovations are really going to change the way CPG marketing works in the region?

Looking at 2030, a few big shifts stand out.

First, I believe that consumers will increasingly rely on AI assistants to search, compare, and buy. Brands that structure their data and presence correctly will be the ones AI recommends and, therefore, the ones consumers choose.

Second, the GCC will be a leader in true omnichannel. Social commerce, salons, e-retail, AI platforms, everything will be seamlessly connected.

Creators will evolve into true brand partners, not just endorsers. Cultural relevance will be a must-have competitive edge.

Sustainability will move from a “nice value” to a real purchase trigger, especially for younger consumers.

And with tools like MAiA and Salon Lab Analyzer, both professionals and consumers will have expert knowledge instantly, personalized, science-backed, and easy to act on.