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Brand Trips, but Make It Local: How Egyptian Labels Are Turning Travel Into Soft Power

September 2, 2025
Photo Credit: Instagram/ @mothernakedskin

Brand trips are no longer exclusively the territory of global giants like Dior or Revolve. In Egypt, local labels are starting to embrace the trend of brand trips, blending fashion with travel, and transforming product launches into curated experiences that sell both local products and a lifestyle. The marketing method, brand trips, has become a global staple of influencer culture, from the American cosmetics company, Tarte, flying influencers to Bora Bora, to Revolve, a premium lifestyle clothing brand, turning Coachella into a branded getaway, to Dior staging trips in Italy and Morocco. The idea is simple: invite influencers to an aspirational destination, wrap it in lifestyle experiences, and let social media do the rest. According to a 2022 study in the Sri Lanka Journal of Marketing, influencer-led brand trip campaigns significantly increase tourists’ intentions to visit, blurring the line between marketing and tourism promotion. In Egypt, local labels are beginning to experiment. In winter 2024, Yawza, a local clothing brand, partnered with Paradise Egypt, a local travel company, to host a trip to Siwa.  Earlier this summer, MotherNaked, a clean beauty local brand, and Carina tried a different approach. They…


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