Defining a new category. Sansaya’s existing client base were predominantly from the GCC, with Saudi Nationals making up over 70% of that. Stakeholder interviews and research revealed not only the heightened fashion consciousness of the Saudi clientele but also their affinity for luxury brands. With the client on board to carve out a new category for themselves, the brand revitalisation for Sansaya aimed to position cosmetic medicine as luxury, high-end fashion. From the luxurious boutique-style environments to high-fashion details, the new Sansaya brand picks up on all the hallmarks of luxury fashion brands.