A Global Entertainment Company
Connecting with Muslim Audiences across Diverse Markets
The Challenge
When global brands travel everywhere, how do they truly belong anywhere?
As Muslim audiences grow in cultural influence, a global entertainment company recognised a gap between representation and resonance. Despite its global reach, the brand lacked a nuanced understanding of how Muslim consumers across Saudi Arabia, Dubai, and Indonesia express identity through fashion, beauty, and aesthetics.
The challenge wasn’t visibility, but cultural relevance: how could the brand connect authentically with Muslim audiences, without relying on surface cues or stereotypes, and identify a meaningful white space to engage them?
The Approach
To connect authentically, we first had to understand how faith, culture and modern life intersect.
Rather than treating Muslim consumers as a single segment, we explored how values, aesthetics and self-expression differ across markets – especially for young women seeking to cement their identity amidst the changing landscape. We examined fashion, beauty and visual culture as lived expressions of identity, not just style preferences.
This allowed the brand to move from symbolic representation to genuine cultural fluency.
Key Insights
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Muslim identity is not monolithic and expression flexes across markets
Across each market, core values around dignity, family and modesty shape what feels authentic. But how these are expressed through fashion, beauty and style varies.
KSA - Identity is future facing and aspirations. Young women embrace bold self-expression, empowerment and ambition - signalling progress and confidence within a traditionally conservative landscape
Indonesia - Cultural pride matters. Local brands, local beauty ideals and community-rooted aesthetics feel more authentic than global or Western expressions.
Dubai - Identity is cosmopolitan and curated. Styles blend luxury, modernity and global influence, with a strong emphasis on aspiration and polish.
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Modesty as a creative expression, not a limitation
Muslim audiences use fashion and beauty to express individuality and confidence within cultural boundaries. Accessories, beauty, makeup play a huge role in allowing for self-expression and creativity. They reject portrayals that treat modesty as restrictive or outdated.
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Belonging is earned through everyday relevance
Audiences respond most to brands that reflect lived realities and shared emotions, rather than symbolic inclusion. Authenticity shows up in how stories are told, and not just who appears in them.