CLIENT

Ruwaa (Celebrity Haircare Brand by Actor Vijay Sethupathi)

SERVICE NAME

End-to-End Brand Management 

01.

Creating a Story Rooted in Culture, Crafted for Global Appeal

ruwaa, the celebrity haircare brand by renowned actor Vijay Sethupathi, partnered with Dreamzlab to craft their entire brand journey—starting from identity to global market launch.

The goal was to build an authentic South Indian-rooted brand that celebrates time-tested traditions while appealing to modern, urban audiences across India and the UAE.

From developing a problem-solution-led brand story to creating engaging packaging and product lines, every element was carefully designed to embody the secret of healthy hair passed down through generations.

We also helped ruwaa take a giant leap forward—digitally. A fully optimized eCommerce website, SEO-driven product pages, strategic launches, and robust performance marketing campaigns laid the foundation for visibility, traffic, and conversion.

02.

Work Challenges

Launching a celebrity-led beauty brand is high stakes. Our challenges were as multifaceted as the market itself:

• Creating a compelling brand story rooted in South Indian haircare heritage, without sounding cliché.
• Developing new product ranges with high search volume keywords and real user problems in mind.
• Designing creative packaging that stood out in retail and appealed to the UAE diaspora.
• Optimizing product pages to be SEO-hooked and conversion-ready from day one.
• Driving performance in international markets, especially via Noon and Amazon in Dubai.
• Handling media and content—including a professional product photoshoot to ensure visual consistency across platforms.
• Balancing premium branding with pricing strategy to ensure high AOV and repeat purchase behavior.

03.

Main Results
Here’s how we turned vision into impact:

Brand Story & Identity
We tapped into ruwaa’s cultural roots and crafted a narrative focused on the South Indian secret to healthy hair—bridging tradition and glamor in a way that felt aspirational yet relatable.

Product Strategy & Launch
ruwaa’s new shampoo range was developed with SEO-informed naming and packaging based on keyword research and user concerns—dryness, frizz, and city pollution. Each product solved a real hair problem, right from the name. Plus it highlight kitchen ingredients like Pepper, Turmeric as superheroes.

Website Design & SEO Optimization
We built and launched a conversion-focused website, enriched every product page with search-optimized, high-intent content, and ensured seamless mobile-first UX.

Dubai Market Penetration
We created region-specific promotional creatives and optimized listings for Noon and Amazon UAE, targeted especially at Indian-origin customers.

Performance Marketing
From Meta to Google Ads, we ran awareness and conversion-focused campaigns that not only generated visibility but increased average order value by up to 60%, while maintaining a healthy ROAS.

Strategic Bundle Launches
Instead of heavy discounting, we promoted smart bundles to maximize perceived value, driving higher cart sizes and customer retention.

Visual Content Creation
A premium product deserves premium visuals. Our in-house photoshoot and creative direction gave ruwaa’s assets a cohesive, scroll-stopping look across platforms.