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Eye of Riyadh
Business & Money | Wednesday 16 January, 2019 3:00 am |

Faces of noon: changing the face of e-commerce

noon, the Middle East’s homegrown online marketplace, proudly pushes the boundaries of local e-commerce with its latest move. In a bid to create a friendlier, more relatable experience for its customers noon unveils a new batch of models found here in the region.


In late 2018 noon searched for real people to represent the communities that make up the UAE and beyond. The Faces of noon campaign will continue into 2019 with noon hosting four casting days per year to give people the opportunity to become a face of one of the most exciting digital startups in the region.


Faces of noon will represent fashion, lifestyle and beauty campaigns with imagery being refreshed monthly for onsite and social media. The aim of the inclusive campaign is to showcase the wide variety of beauty aesthetics, ethnicities and body shapes in the world. noon currently has twenty-one faces in the campaign and is always on the lookout for more.


Nehan Saud, 30 from India, said of her new role: “I really like being a face of noon. I feel like whatever I have worked for has paid off. I have worked towards this and one of my dreams have come true.”


“I think it’s an amazing campaign, it tells the everyone there are different kinds of faces and beauty out in the world. That you don’t have to stick to certain types of beauty standards. Everyone is interested in fashion and beauty, whether you’re petite or plus-size, tall or short. I think people need something to relate to, something they can say ‘That’s me, I feel like I can relate to that person. I can dress up as her.’ This campaign is very relatable.”


“My family and friends have been really supportive. They are looking forward to maybe seeing me on a billboard one day.”


Junaynah ElGuthmy, 20 years old, Kenya said: “It’s such an honour to be one of’s faces, and the best part is that it’s so much fun. Also, it’s so cool that somebody wants my face somewhere!”

“This campaign is trailblazing because when a little girl looks at a magazine they want to see someone that they can relate to. We want to see someone normal and real. You feel like ‘That could be me right now, that could be me tomorrow.’ It also makes you feel like you’re a part of the e-commerce world, as opposed to seeing models with unattainable looks.”

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