Amy Jackson Westwick, actress and model, participated in the Next in Beauty Conference in Dubai, where she joined a panel moderated by Kelly Kovack, Founder and CEO of BeautyMatter. The discussion focused on how beauty brands and retailers engage with today’s consumers amid a shifting retail environment. Jackson, alongside Bridie, chief marketing officer of P.Louise, shared insights from her nearly nineteen-year career, which began with her first modeling job at fifteen. She highlighted the need for beauty brands to build emotional connections and community engagement in a culturally diverse market like the UAE.
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After the session, Jackson spoke with Emirates Woman about the transformation in beauty marketing since her initial campaign. She noted that while beauty is subjective and varies by region, current strategies prioritize community and personal connection over traditional advertising. Jackson remarked that consumer experiences are now central to beauty marketing, and emotional engagement often dictates brand loyalty.
Discussing the UAE market, Jackson expressed her astonishment at the diverse nationalities residing in Dubai, emphasizing that beauty offerings must cater to this wide array of perspectives. Bridie's insights on P.Louise’s successful content strategy illustrated how transparency and the sharing of behind-the-scenes experiences can foster consumer loyalty.
Regarding her experiences in Dubai, Jackson cited Huda Beauty as a pivotal brand that brought UAE beauty to the global stage. She praised the vibrant growth of local startups while noting the city's dynamic and ambitious atmosphere. Jackson feels the energy in Dubai is reminiscent of New York, which inspires her creativity.
Reflecting on her travels between London, India, and Dubai, Jackson concluded that the common thread in beauty across cultures is the emotional experience it provides. She described beauty as a means of self-expression, drawing from her own Scouse culture in Liverpool, where makeup and personal grooming are integral to community and social events.