Leila & Leila Color Contact Lenses

Work developed as part of MAGRABi’s in-house marketing team.
All rights and ownership belong to MAGRABi Retail.

For Leila&Leila, MAGRABi’s new colored contact lens brand launched across Saudi Arabia, the UAE, Kuwait and Qatar, we built a full brand universe to elevate a saturated, commodity-driven category into an object of cultural desire. Transforming colored contact lenses into a beauty-led universe through a strategically connected cross-channel campaign ecosystem, the platform is rooted in the insight that eyes are the most iconic symbol of Arab beauty and colored lenses are a ritual of transformation, drawing on One Thousand and One Nights to turn each lens color into a character with its own persona and name; Sheherazade, Zumurrud, Morgiana… shifting the product from SKU to storytelling system. The dual-language name “Leila & Leila” itself expresses duality, local and global, beauty and function, carried through a symbolic lens-inspired graphic system, high-fashion editorial art direction centered on the eyes, and story-driven packaging. This universe expanded into “The Campaign World,” a multi-sensory Ramadan activation built across four connected pillars; Beauty (makeup tutorials, get-the-look content and eye-focused cinematography), Technology (AR try-on filters, e-commerce integration and interactive swatches), Partnership & Cultural Validation (strategic beauty collaborations and cross-industry storytelling that positioned the brand within beauty culture) and Commerce (bundles, best sellers, conversion-led landing pages and CRM pushes), turning a seasonal moment into a fully integrated, purchase-ready brand world.