October 1, 2019
Mikyajy
Making all girls beautiful, again
Mikyajy
Building a glamour brand that goes beyond selling cosmetic products.
Established in 1998, Mikyajy was a pioneering response to the aspirations of young Arab women looking for good value cosmetics, makeup, and perfume products that were fun, vibrant, and glamorous. Mikyajy expanded to open multiple stores in several prominent shopping malls across the region, including Saudi Arabia, Oman, and the United Arab Emirates.
Today, Mikyajy is the Middle East’s most sought-after cosmetics brand that focuses on helping young Arabic women feel beautiful inside and out.
After years of organic change on the retail store design, the owners of the brand, Kamal Osman Jamjoom Group, asked Ninth Space to rethink their shop format by going back to the origins of the brand and repurposing its essence for future generations.
Brand strategy
Brand architecture
Brand identity
Brand language
Environmental branding
Brand guidelines
Moving the focus from selling to enjoying.
When redesigning Mikyajy’s shop format, Ninth Space’s goal was to make every area in the new store into an opportunity to touch, try, learn, and get inspired.
To maintain a sense of continuity with the brand’s origins, we kept key elements that were familiar and loved by customers, re-interpreting their function and style so they could be experienced in more current and engaging ways. The dropped ceiling pattern was made from the heart symbol of the Mikyajy logo. The crystal chandelier is an evolution of the original disco ball that hung in every store.
Store planning became more symmetrical and intuitive, making the store easy to understand and navigate. Modular and systematic merchandising units were designed from scratch to allow immediate and easy contact with products. Clearer, friendlier, and more dynamic dialogues with the customers were achieved through digital media, colourful information panels at the point of sale, eclectic signage, and personal glamour stations complete with easy-to-follow tutorials.
The store colour was reduced to pure white, as colour and vibrancy filled the store from the digital screens, signage, and branded products.
Exceeding business expectations.
The new store concept was dubbed “Glamour Girl” by the Mikyajy team. Even with such a positively emotional idea, the results for the business have been profound. The new digital storefront has enabled Mikyajy to merchandise its range of products more effectively, efficiently, and directly to its customers. Furthermore, sales from the launch of the new concept in Saudi Arabia have exceeded all expectations due to the incredible uptake from customers.
