Ducray Case Study
Social Media · Content Strategy · Multi-Platform Paid Advertising
About Ducray
Ducray, the French dermatological skincare brand trusted by pharmacists and dermatologists worldwide, partnered with us to build and manage their digital brand presence across the Middle East. Known for its science-backed approach to scalp, hair, and skin concerns, Ducray needed a regional strategy that communicated clinical credibility while connecting with everyday consumers in an engaging, platform-appropriate way.
We took on two core mandates: a structured social media content programme to grow the brand’s community and authority, and a four-platform paid advertising strategy spanning Noon, Meta, Google, and YouTube built to drive awareness, engagement, and direct sales across the funnel.
The Challenge
Ducray occupies a unique space in the skincare market, clinically credible but accessible, recommended by professionals but sold to consumers. Translating that positioning into effective digital content and performance campaigns in the Middle East came with specific challenges:
Communicating
Communicating Ducray’s dermatological authority in a way that resonated with Middle Eastern consumers without feeling overly clinical or distant
Content
Producing Arabic-language content that addressed locally prevalent skin and scalp concerns including hair loss, dandruff, and sun-aggravated sensitivity in a culturally relevant tone
Running campaigns
Running campaigns simultaneously across four platforms, each requiring distinct creative formats, audience strategies, and optimisation approaches
Balancing three campaign
Balancing three campaign objectives awareness, engagement, and sales across the same media budget without letting any single goal underperform
Our Approach
We built Ducray’s regional presence around a simple principle: lead with expertise, connect with empathy. The brand’s clinical heritage was never hidden it was the anchor. But every piece of content and every campaign was crafted to feel human, relatable, and directly relevant to the skin concerns Middle Eastern audiences actually experience.
Across social media and paid channels, we ran a coordinated strategy that moved audiences from discovery to trust to purchase with each platform playing a deliberate role in that journey.
The Process
We executed a fully integrated strategy across social media content and four paid advertising channels:
The Results
| Paid Ads
68%
Increase in ROAS from Meta ads
54%
Reduction in Cost per Acquisition
47%
Increase in brand Search volume
| Social Media
2x
Increase in Followers
78%
Increase in Engagement Rate
326%
Increase in views
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Other Players in the Market: laroche-posay, vichy, bioderma, eucerin-me
