Super surreal summer

While global brands celebrate summer with shots of the beach and bronze skin, the Middle Eastern consumer does not spend their summers that way. Instead, we are often in cold, artificial environments that are temperature controlled.

This AI world was the inspiration for Saudi beauty brand – Asteri Beauty’s new summer campaign. Inspired by a bursting Supernova, Super Surreal Summer is a launch campaign featuring two new products.

The campaign takes a modern, holographic approach – resonating with the GCC Gen Z population, while taking a cultural nod to the cultural positioning of the colour white in the region – an embled for purity and the colour seen to safeguard yourself in the summertime.

The campaign is modern, fashion-forward – and in line with Saudi’s vision to be a trend setter for local beauty, by not replicating what western beauty standards for creativity but instead creating our own.