Clementine: National identity and beauty in the Huda Beauty and Saint Levant campaign

The beauty world has recently witnessed a rise in smart campaigns that blend values and culture with digital marketing, but few have been as resonant as Huda Beauty's campaign, in collaboration with Palestinian artist Saint Levant, for its new Clementine product.

Below, we delve into the campaign's dimensions, the vision behind it, the implementation mechanisms, creative samples, and lessons learned for every brand owner and content creator in the region.

The beginning of the Huda Beauty campaign: an idea that goes beyond fleeting beauty The idea for Clementine wasn't born out of thin air. At a time when consumers are searching for authenticity and connection to their purchases, Huda Kattan's creative team drew inspiration for the name of the new product, Faux Filler Jelly Lip Oil, from the clementine fruit.

It is not just a fruit of Palestinian culture, but has become an emotional and heritage component that represents resistance, memory, and a connection to the land. Hence, the name was chosen to carry more depth than just a description of a cosmetic product; it is a bridge between beauty and identity.

The collaboration didn't stop at the name; it expanded to include Saint Levant, the young Palestinian artist who has taken the stage with his innovative music, especially his latest song, "Clementine," in which he collaborated with Egyptian artist Marwan Moussa.

This connection gave the product an artistic dimension and appeal to the music and digital trends audience.

How was the campaign designed to inspire and impact? The design of Huda Beauty's new campaign to launch its new product wasn't random, but rather the result of well-thought-out work steps and strategies to achieve its desired goal. Here's how it was designed:

1- Choosing the name and its connotations The choice of Clementine was no coincidence. The campaign invested in creating an emotional cultural connection, transforming a familiar fruit into an inspiring symbol of identity and heritage.

Everyone who uses the product feels part of a story deeply connected to the Palestinian land. Lipstick has become a means of expressing belonging as much as it is a beauty tool.

2- Linking to the youth wave: Saint Levant as a trend driver The producer's merger with Saint Levant was an important strategic move, especially since the artist is known for his music with a deep identity.

Collaborating with Marwan Moussa on the song gave the song and the project a new energy that is clearly reflected in the campaign.

Saint Levant's audience is extremely active on TikTok and Instagram, so the product quickly found its way to millions of young people in the Arab world and abroad.

Saint Levant's presence and involvement in the campaign, adorned with Palestinian symbols, gave the product a human touch and cemented the brand's presence among a new generation eager for connection and cultural presence.

3- Music is a new language for marketing communication. The Huda Beauty campaign's promotional video kicked off with clips from the song featuring Saint Levant and Marwan Moussa, and was enhanced with visuals featuring clementines, Palestinian lands, and heritage icons, along with shots of the artists and a map of Palestine.

The music played a role in conveying messages of identity and belonging, and it saved the advertisement from being merely a cosmetic advertisement and made it an artistic experience par excellence.

4- A real social stance: profit to support Palestine. The qualitative shift that distinguished the campaign, and perhaps the reason for its wider spread, was the pledge that profits from the sale of the product would go to support Palestinian agriculture and culture.

In other words, the customer here doesn't just receive a product, but rather becomes a partner in a humanitarian and societal stance, which strengthens the public's connection to the campaign and the product.

Diffusion and interaction mechanisms: organic growth and marketing intelligence The campaign did not rely on traditional media, but rather used social media as a platform for creativity and organic dissemination. Among the most notable events that marked the campaign's presence and spread were the following:

Influencer Videos Spread: Many Arab and international influencers shared their experiences with the product through short stories, emphasizing the value and social message of the campaign. Blending individual storytelling with community advocacy: The campaign linked Saint Levant's personal experience, as an artist of Palestinian origin who preserved his cultural memory, with a social issue with global resonance. Spontaneity in content: Digital campaigns highlighted daily life, music, and Palestinian heritage elements within the advertisement. Clementine Campaign Results: More than a Product, a Social Experience Trending on TikTok and Instagram: Clementine's name and campaign hashtag became a trend on social media, with thousands of shares reaching new areas. Global media acclaim: International beauty websites and fashion magazines covered the campaign, praising its boldness and profound connection between beauty, identity, and societal attitudes. Thousands of pieces sold in weeks: Demand for the product exceeded the brand's expectations, with increasing demand from the Middle East, Europe, and America. Value for the Arab and global consumer Marketing that goes beyond the product to connect with a culture and a humanitarian cause provides added value to the end user. It is no longer just a matter of purchasing a product, but rather a participation in a broader story that defends memory and identity and achieves a tangible impact.

Huda Beauty's new campaign has sparked an open dialogue between fans of Saint Levant, Marwan Moussa, and Huda Beauty about the meanings of belonging and the philanthropy associated with Tajmeel.

What can marketers and brand makers learn from this campaign? Value starts with an authentic message: connecting a product to a cultural identity or cause elevates its value and turns customers into advocates, not just consumers. Collaborating with an influencer or artist with a message increases engagement: The influencer or artist's personality is not just a name; it can be a bridge to new audiences and real emotions. Organic engagement is more powerful than any paid plan: When a story becomes the talk of the town, customers themselves become indirect messengers of the campaign. Linking a product to a real-life situation or support builds trust: Tangible charitable work, not empty slogans, makes a difference and creates lasting loyalty. The importance of building multidimensional content: Combining video, music, images, and narration gives the product a greater chance of spreading and being remembered. How can brands benefit from a Sbsial social media app? With the shift in the way advertising campaigns are managed and the values they focus on, the importance of platforms that provide brands with effective tools to connect with influencers and celebrities without the hassle of searching is becoming more apparent. Such platforms include the Sbsial, which offers the following:

Through the Sbsial app, you can choose the most appropriate celebrity for your campaign from a list of diverse names categorized by their influence and audience. You can request a live announcement, an invitation to attend and cover an event, or appoint a permanent ambassador for your brand through the app. Select the type of service that best suits your goal, fill in the details, and easily submit the request from each celebrity's page on the platform. All cooperation processes are clear and documented, with protection for both parties and the ability to modify or terminate the agreement flexibly. You can diversify your ad types , from posts, photos, and videos to events and live engagement experiences with followers. Sbsial, is a social media app designed to ensure you can easily manage your campaign from concept to execution, reaching a wide audience through celebrities whose influence you trust. Don't hesitate to try the Sbsial app, which provides you with everything you need to build a smart and measurable celebrity advertising campaign, from creativity to final results.