Tapping into the growing Natural Mindset, a new demand has emerged for products with unusual natural ingredients. After becoming popular with celebrities, an increasing number of mainstream beauty products now contain extracts of animal placenta.

Egyptians are opting to buy small sachets that offer immediate financial gratifcation rather than larger quantities with bulk discounts. As sachets become popular, they're being used for more and more things, from butter to shampoo to coffee.

Hindustan Unilever's 'Active Wheel' campaign encouraged rural consumers to call a toll-free number, which would then call back with funny, engaging content. The campaign was a huge success with an 84% rate of influence amongst the target market.

With the ‘blowout bar’ phenomenon moving from niche to mainstream and promising women everywhere a much needed dose of ‘girl time’, what’s really behind this addictive and fast-growing beauty regime?