12 April 2022  Benefit Cosmetics celebrates Ramadan with its annual YouTube campaign for the fifth year in a row. This time around, the brand has added a unique spin on a road trip by partnering with nine Saudi content creators to take them on a whirlwind treasure hunt across the Kingdom of Saudi Arabia in a custom branded pink Benefit van. Throughout the eight-episode web-series, influencers visit six different cities and explore new activities to find hidden treasures. Exploring themes of societal change, travel and empowerment of Saudi women, Benefit Cosmetics has fully embraced Saudi youth culture and made it the star of the show. The campaign is aptly named “Khat Sawalef”, an ode to Saudi slang which loosely translates to Highway Chats. The web-series is hosted by Maram Beeko, a popular Saudi Youtuber with 2 million subscribers, and Yara Ayoob, Benefit’s Regional Brow Artist. In each episode, the hosts are joined by a new guest to explore a new city. The first episode was released on April 2nd, 2022. Check out Benefit Middle East’s YouTube channel to watch bi-weekly episodes of Khat Sawalef: https://www.youtube.com/user/Benefitmiddleeast |
