Dubai-based independent communications agency ALISA PR has been appointed by the globally-renowned men’s grooming brand, Meridian, in the Middle East.
ALISA PR will be responsible for PR operations and strategies to raise widespread brand recognition for Meridian Grooming products amongst core target audiences in key markets across the UAE, Saudi Arabia & Israel.
Based in California (USA) with over 200 employees, Meridian’s parent company, Pangaea Holdings Inc., creates brands focused on global, habit-forming megatrends. The company’s first big bet was men’s personal care, realizing a large cultural shift in men’s buying behavior and cultural attitudes. In 2 years, they have created hit brands namely Meridian (novel-grooming), which has garnered global cult-like followings.
Dylan Chou, the General Manager of Meridian said, “We are excited and look forward to working with ALISA PR to create awareness about Meridian grooming products that celebrate you. The Middle East men’s grooming market is estimated to grow 25% over the next four years. The popular phrase ‘Success favors the well-groomed man’, appears to ring true in the Middle East, as the region’s men spend more time and money on personal care. With males paying more attention to their appearance, men’s grooming forms the fifth largest segment in the Middle East personal care market, a very vital region for Meridian’s presence.”
Alisa D’souza, Founder & PR Consultant said: “We’re passionate about telling stories and building an emotional connection between the brand and its audience. We look forward to working closely with the lifestyle media and influencers in educating our audience groups on the benefits of personal care and grooming for men. We are honored to work with a leading grooming innovator such as Meridian and are thrilled to showcase its latest developments, trends and take it to the next level in the region.”
