ALEXANDRIA · WHERE LORD IS MADE

+MAKHAZEN ALENAYA BRANCHES ACROSS THE KINGDOM

LORD AND QUEEN AT CARE STORE

LORD & QUEENKINGDOM OF SAUDI ARABIA · المملكة العربية السعودية

Brand building support.

دعم بناء العلامة

A PARTNERSHIP PROPOSAL FOR CARE STORE (MAKHAZEN ALENAYA)

PART ONE · LORD BRAND OVERVIEW / PART TWO · THE CARE STORE PROPOSAL

[02] LORD_OVER_THE_WORLDDRAG THE EARTH · TAP A FLAG

Eighty-plus markets. One of them is this room.

أكثر من ثمانين سوقًا. واحد منها هذه القاعة

+ COUNTRIES OF EXPORT REACH SERVED REGULARLY1 LAUNCH MARKET

SAUDI ARABIA · THE LAUNCH MARKET

[03] GLOBAL_EXCELLENCEWHAT WE CAN PROVE · ما نستطيع إثباته

GLOBAL EXCELLENCE

Lord has demonstrated excellence and leadership not only in Egypt, but also across more than 80 countries, including Brazil, Mexico, Germany and UK reflecting its strong global presence and competitive edge.

+COUNTRIES OF EXPORT REACHThe number a buyer can check.

SERVED REGULARLYShipping on a repeat cycle, not a one-off container.

BNBLADES A YEARCapacity that makes a national listing a routine order.

K m²7 SITES · 3 FACTORIESAmreya Free Zone, Alexandria. We own the line.

LORD global booth and trade presence — LORD GLOBAL BOOTH & TRADE PRESENCE

BRAND ACTIVATION · LORD BRASIL

LORD global retail wall and product placement — GLOBAL RETAIL WALL & PRODUCT PLACEMENT

JULY 2026 COMPANY PROFILE · AMREYA FREE ZONE, ALEXANDRIA, EGYPT · THIRD-GENERATION FAMILY OWNERSHIP

[04] THE_STORY1918 · 1930 · 1981

A century, and three beginnings.

قرن كامل، وثلاث بدايات

THE FAMILYThe family business. The date on the logo, and the one a buyer will find.

THE FACTORYThe first mechanised blade factory in the Middle East, Alexandria, with machinery from Solingen.

THE SOLIMAN TAKEOVERAfter the 1978 Wilkinson Sword joint venture, the Soliman family acquires the business. Lord Precision Industries, third-generation family ownership today.

THE SOLIMAN FAMILY · THIRD GENERATION · AMREYA FREE ZONE, ALEXANDRIA

[05] VISION_AND_MISSIONالرؤية والرسالة

VISION

To become the leading global brand in grooming and self-care, setting new standards of quality, innovation and trust.

MISSION

To deliver premium grooming and self-care solutions that combine precision, innovation and everyday value.

[06] PRODUCTS_AND_SERVICESTWO HOUSES, ONE COMPANY · بيتان، شركة واحدة

LORD

COMPANY PROFILE 2026

70 PAGES · MEN'S GROOMING SINCE 1918

Queen

PORTFOLIO 2026

43 PAGES · QUEEN BY LORD

TWO BRANDS, ONE FACTORY · TAP A CHAPTER, OR ANY PAGE TO READ

[07] WE_OWN_THE_FACTORYنملك خط الإنتاج

Owning the line is the argument.

Tailored solutions. Products customised to local preference and cultural insight.
Manufacturing agility. Faster adaptation, and the control to answer an opportunity.
Sustainable innovation. Tut and Sobek detach fully for recycling.

LORD King Tut pack — KING TUT · RECYCLABLE METAL SYSTEM

Sobek razor, head to handle — SOBEK · DISPOSABLE

[08] THE_KSA_MARKETACT THREE

The ground we are fighting on.

الأرض التي نتنافس عليها

THE KINGDOM OF SAUDI ARABIA

[09] THE_CATEGORYWHO ELSE IS ON THAT SHELF · من على الرف

Who else is on that shelf.

Price architecture, portfolio and regional relevance.

LORD

GILLETTE

BIC

SCHICK

SCHICK

Price architectureEconomy, mid & premiumMid & premiumValue & midMid & premium

Portfolio breadthComprehensive grooming & personal carePrimarily shavingPrimarily shavingPrimarily shaving

Disposable razorsExtensive portfolioExtensive portfolioExtensive portfolioExtensive portfolio

System razorsMultiple systemsMultiple systemsMultiple systemsMultiple systems

Regional relevanceArab heritage with strong regional consumer understandingGlobal premium brandGlobal value brandGlobal brand focused on performance and skin protection

FROM THE CLIENT'S CATEGORY COMPARISON

[10] THE_CATEGORY · POSITIONINGWHERE EACH BRAND STANDS · أين تقف كل علامة

Where each brand stands.

BRANDPOSITIONING

LORD

Regional heritage with global-quality manufacturing.

GILLETTE

Global premium brand, focused primarily on cartridges.

BIC

Value-driven, with limited brand storytelling.

SCHICK

SCHICK

Global brand focused on performance and skin protection.

FROM THE CLIENT'S BRAND POSITIONING TABLE

[11] THE_CATEGORY · MIRRORPRODUCT FOR PRODUCT · منتج مقابل منتج

Product for product.

Every LORD and Queen pack for the Kingdom, beside the one it will sit next to on the Saudi shelf.

33MATCHED PAIRS10NOT YET PAIRED

SYSTEMS AND REFILLS01 / 43

LORDHORUSHandle + 2 refills, 5 blades and a trimmer

GILLETTEFusion5Handle + 2 blades

PAIRING: LORD MIRROR FILE, SEP 2026 · RIVAL PACKS FROM SAUDI RETAIL LISTINGS

[12] OUR_PERFORMANCE_IN_EGYPTPROOF, NOT A PROPOSAL

Our performance in Egypt.

Everything in this section already happened in Egypt. It is evidence of what the KSA plan will look like.

EGYPT · E-PLATFORMS · A/T/L · B/T/L · ON-GROUND

[13] GROWING_PERFORMANCEEGYPT · ACROSS E-PLATFORMS

Egypt, 2025 into 2026.

Amazon Egypt performance — AMAZON2025 → 2026

Talabat Egypt performance — TALABAT2025 → 2026

Noon Egypt performance — NOON2025 → 2026

THE SAME MOTION, PLATFORM BY PLATFORM. THIS IS THE CURVE WE INTEND TO REPEAT IN SAUDI ARABIA.

[14] EGYPT · A/T/LTV AND OUT OF HOME

Featuring Nour El Nabawy, one of Egypt's leading young actors, alongside Nourine Abouseada, actress and singer.

TV COMMERCIAL · NOUR EL NABAWY & NOURINE ABOUSEADA

Queen billboards, arterial road — OOH · ARTERIAL

[15] EGYPT · B/T/LPRESENCE ON ONLINE PLATFORMS

Where Egypt buys it online.

TALABATQUICK COMMERCE

Zynah storefront — ZYNAHBEAUTY MARKETPLACE

Queen by LORD storefront — QUEEN BY LORDBRAND STOREFRONT

Social advertisement — SOCIALADVERTISEMENT

LORD and Queen promotion, discounts from 30 percent — PROMOTION BANNER · THE OFFER RUNNING ACROSS THEM · DISCOUNTS FROM 30%

[16] EGYPT · ON_GROUNDACTIVATIONS · التفعيلات

Rooms people walk into, and film.

LORD × QUEEN · THE PAUSE BETWEENOne event space, two houses, held apart by light.

THE GATHERINGDesert setting. The men who already shape each other's looks.

Queen sampling — **SAMPLING**Queen in the hand before it is on the list.

Queen activation — **QUEEN ACTIVATION**Retail-facing, beauty aisle, never men's shaving.

Hands on the product at the activation table — **THE TABLE**Hands on the product. The table, not the phone.

[17] IN_STORE · GONDOLASTHE FIXTURE IS THE MEDIA

Gondolas. The fixture is the media.

End-cap gondola, Queen and LORD, the full arch — END-CAP GONDOLA · QUEEN AND LORD

End-cap gondolas that block the brand.
Queen gets its own destination, never beside men's blades.
LORD stands where the aisle decides.

Queen floor display unit — FLOOR DISPLAY UNIT · QUEEN

LORD free-standing unit — FREE-STANDING UNIT · LORD

END-CAP GONDOLAS · FLOOR DISPLAY UNITS · STANDS · COUNTER UNITS

[18] IN_STORE · POSMVISIBILITY MATERIALS

POSM and visibility materials.

Counter units at the till, 50 by 40 cm.
Free-standing units and stands for the aisle.
Visibility materials sized to each chain's fixture, from end-cap header to counter.

Counter unit, LORD and Queen — COUNTER UNIT · 50 × 40 CM

SIZED TO EACH CHAIN’S FIXTURE, FROM END-CAP HEADER TO COUNTER.

[19] WHAT_WE_ARE_WILLING_TO_DO_IN_KSABRAND BUILDING SUPPORT MODEL

Establish LORD as the leading Arab grooming brand in Saudi Arabia.

ألمع يا لورد

AN ARAB BRAND ENTERING SAUDI ARABIABRAND ENTRANCE PHASE

[20] THE_CAMPAIGNBRAND ENTRANCE · 2026

One line, built to live in for years.

ألمع يا لورد … ضوّي يا كوين

ONE PLATFORM · TWO HOUSES · THE BRAND NAME SITS INSIDE THE LINE

[21] THE_KSA_RANGEFORTY-THREE SKUS · THE KSA PORTFOLIO 2026

This is what lands in Saudi Arabia.

Forty-three products across nineteen plates. LORD first, then Queen, systems before everyday.

01 / 19LORD · SYSTEM RAZORS

Horus 5

Razor, cartridges and a refill pack.

TAP THE PHOTO TO OPEN IT

[22] CAMPAIGN_LINESخط الحملة

LORDألْمَع يا لُورد!A call to action for elegance and shine. The brand name sits inside the line, at 70% familiarity. Shine, be neat.Precision that makes you raise your head.

QUEENضوّي يا كوين!A call to action for shine, freshness and radiance, with a welcome to Queen folded into the line itself.Care that lights up every room she walks into.

BUILD AWARENESSINTRODUCE ATTITUDECREATE INTRIGUE AND TALKABILITYA PREMIUM, MODERN PRESENCE

[23] ART_DIRECTIONTHE WALK · THE PRESS · THE PRODUCT

[24] MARKETING_ACTIVITIESSECTION THREE

Marketing activities.

Above the line, and below it.

ABOVE THE LINE

A dedicated TV commercial, filmed and produced for Saudi Arabia · Digital brand films · Out of home · The jingle

BELOW THE LINE

Social, always on · The TikTok challenge · On-ground activations · Sampling

A/T/L · B/T/L · IN-STORE FOLLOWS AS ITS OWN SECTION

[25] SOCIAL_MEDIAALWAYS ON · حاضرون دائمًا

On every platform they already use.

Arabic, in Saudi dialect. The category is not on TikTok, and nobody has localised for Saudi. That is the open door.

INSTAGRAMTIKTOKSNAPCHATYOUTUBEFACEBOOKX

HUMOUR

Entertaining content that earns a share rather than asking for one.

MUSIC

Rap and music-driven films, carrying the jingle into the feed.

CULTURE

Short-form content that is specifically Saudi, in Saudi dialect.

CREATIVE DIRECTIONS ONLY · THE CONTENT PLAN SITS IN THE SOCIAL STRATEGY DOCUMENT

[26] A/T/L · PRODUCT_FILMSTAP TO PLAY · اضغط للتشغيل

LORD · PRODUCT FILM

QUEEN · PRODUCT FILM

TWO HOUSES, TWO SOUNDS. NEITHER FILM BORROWS THE OTHER’S LANGUAGE.

[27] A/T/L · LORD_FILMيرفع الراس

LORD film storyboard — STORYBOARD · SIX FRAMES

Every shave, his head rises a little higher.

Salem shaves with a LORD razor. In the elevator a colleague notices. In the meeting he towers over the table. By the end his head is out through the sunroof.

«هي تفاصيل… إذا ظبطت، حضرت الثقة. لورد بحلاقة دقيقة ترفع راسك في كل مرة. وتلمع بين كل الناس! ألمع يا لورد»

[28] A/T/L · QUEEN_FILMكل مكان تدخله يضوي

Every room she walks into lights up.

Her routine starts with Queen. A glowing royal trail follows her through streets, cafés and landmarks. The final aerial shot: every path she made forms one crown across the city.

«السر مو في النور… السر في العناية. ولما العناية تبدأ بـ Queen، طبيعي كل مكان يضوي! ضوّي يا كوين»

[29] B/T/L · JINGLE_AND_CHALLENGETHE BARBER SINGS · LORD VS QUEEN

THE JINGLE

Three barbers ask where LORD took their customers.

«لورد يودي زباين فين؟ … حدد، وجدد، رتب، ونعّم. فرقٍ بسيط لكن يفرّق. ألمع يا لورد، وارفع راسك»

TIKTOK CHALLENGEPICK A SIDE

LORD vs Queen.
Best look wins.

حدد… جدد… نعّم… زبّطوش هاللوك؟ ألمع يا لورد

خلي الطلة تتكلممن كل كشخة بنتعلم. ضوّي يا كوين

Two sounds, one duel. Join the challenge; the best look wins with LORD, the best presence wins with Queen. Movember is the platform launch.

[30] B/T/L · ACTIVATIONSTHINGS PEOPLE QUEUE FOR AND FILM

01THE VENDING MACHINEGrooming kits instead of snacks. Pick, press, and a sealed box drops with lights and sound. Built to be unboxed on camera.

02LOOK SCOREA camera takes a photo and gives a playful score out of ten for overall look energy. A game, not a judgement.

03FADE FILTER BOOTHAR filters apply exaggerated fades and grooming styles in real time. Switch looks, shoot, share.

EVERY ACTIVATION IS DESIGNED TO LEAVE THE ROOM AS FOOTAGE.

[31] PART_TWO · THE_CARE_STORE_PROPOSALLORD × CARE STORE

A proposal for Care Store.

مقترح خاص بمخازن العناية

RANGE · IN-STORE · E-COMMERCE · MEDIA · PROMOTION · TRADE PLANMAKHAZEN ALENAYA · 2026

[32] A_LETTER · TO_CARE_STOREFROM THE LORD FAMILY

A partnership that lasts.

شراكة تدوم

Dear friends at Makhazen Alenaya,

Since 1918, LORD has kept one promise from its own factory floor in Alexandria: precision you can trust, every morning. Since 2019, you have kept a promise of your own. You call it “your first destination for beauty and care”, and more than 22 branches and 745,000 customers say you mean it.

Your stores are where Saudi shoppers come to try, compare and choose. That is where LORD and Queen belong: on a shelf people seek out, not one they walk past.

We are not here to ask for a shelf. We are here to build the shaving category with you: 16 SKUs, primary shelving, secondary displays, content and promotion, planned together and measured together.

Our hope is simple. Every time Makhazen Alenaya opens a new branch, LORD and Queen open with it.

We look forward to working together, and to a partnership that lasts.

الأصدقاء الأعزّاء في مخازن العناية،

منذ عام 1918، تحفظ لورد وعدًا واحدًا من أرض مصنعها في الإسكندرية: دقّة تثق بها كل صباح. ومنذ عام 2019، تحفظون وعدكم الخاص: «وجهتك الأولى للجمال والعناية»، ويشهد عليه أكثر من 22 فرعًا و745 ألف عميل.

فروعكم هي المكان الذي يأتي إليه المتسوّق السعودي ليجرّب ويقارن ويختار. وهناك مكان لورد وكوين: على رفّ يقصده الناس، لا رفّ يمرّون به.

لسنا هنا لنطلب رفًّا، بل لنبني فئة الحلاقة معكم: 16 صنفًا، ورفوف أساسية، ووحدات عرض إضافية، ومحتوى وعروض، نخطّطها معًا ونقيس نتائجها معًا.

أملنا بسيط: كلّما افتتحت مخازن العناية فرعًا جديدًا، افتُتحت معه لورد وكوين.

نتطلّع إلى العمل معكم، وإلى شراكة تدوم.

With respect, the LORD family مع خالص التقدير، عائلة لورد

[33] WHY · CARE_STOREYOUR FIRST DESTINATION FOR BEAUTY AND CARE · وجهتك الأولى للجمال والعناية

Where Saudi shoppers come to choose.

A multi-category beauty and care specialist, growing fast: the right home for a new grooming range.

+BRANCHES ACROSS THE KINGDOM

+INTERNATIONAL BRANDS

K+SATISFIED CUSTOMERS, AS REPORTED

FOUNDED IN RIYADH

→ 22+BRANCHES, JUNE 2025 TO TODAY

JADWA INVESTMENT TAKES A MAJORITY STAKE

SOURCES: MAKHAZENALENAYA.SA, ACCESSED 30 SEP 2026 (BRANCHES, BRANDS, CUSTOMERS; ALSO IN THE CLIENT BRIEF). JADWA INVESTMENT PRESS RELEASE, 23 JUN 2025 (FOUNDED 2019, 15 BRANCHES, MAJORITY STAKE).

[34] CARE_STORE · THE_PLANHOW CAN WE MAKE IT BIG TOGETHER

HOW CAN WE MAKE IT BIG TOGETHER

Supported with a 360° plan.

Saudi campaign concepts, digital media and in-store support.

CAMPAIGNDIGITAL MEDIAIN-STORE

[35] CARE_STORE · THE_RANGE16 SKUS FOR CARE STORE

LORD Horus 5 — ILLUSTRATIVE LINE-UP FROM THE LORD AND QUEEN KSA RANGE · FINAL 16 TO BE AGREED

LORD Nebty 3 — ILLUSTRATIVE LINE-UP FROM THE LORD AND QUEEN KSA RANGE · FINAL 16 TO BE AGREED

The range for Care Store.

16 SKUs across men’s grooming and women’s shaving.

OF 16

LORD

Men’s grooming

OF 16

QUEEN

Women’s shaving

16 SKUS = 10 LORD + 6 QUEEN

[36] CARE_STORE · OBJECTIVEKEY CAMPAIGN OBJECTIVE

KEY CAMPAIGN
OBJECTIVE

Establish LORD as a leading grooming brand in Saudi Arabia.

AWARENESS

Introduce LORD and Queen to Care Store shoppers

EDUCATION

Explain product formats and grooming routines

CREDIBILITY

Connect regional heritage with Saudi creative

CONVERSION

Link campaign exposure to shelf and online purchase

[37] CARE_STORE · SUPPORTING_MODELSIX SIDES, ONE RANGE

SUPPORTING MODEL

01PRIMARY SHELF

02SECONDARY VISIBILITY

03PROMOTION / TRADE PLAN

04E-COMMERCE

05CREATOR ACTIVATIONS

06DIGITAL & SOCIAL

[38] CARE_STORE · IN_STOREVISIBILITY

Strong primary and secondary visibility.

Across men’s grooming and women’s shaving.

[39] CARE_STORE · PRIMARY_SHELVESTHE SHELF, BLOCKED BY BRAND

Primary shelves.

40% SHARE OF SHELF · CATEGORY MANAGEMENT IN 3 DOORS

LORD and Queen alongside existing brands at Care Store — LORD & QUEEN ALONGSIDE EXISTING BRANDS

Queen and LORD at Care Store — CARE STORE · STORE VIEW

[40] CARE_STORE · PLACEMENTIN-STORE PLACEMENT OPPORTUNITIES

In-store placement opportunities.

PROPOSED PLACEMENT

Prioritize agreed branches with strong category traffic.
Keep LORD in men’s grooming.
Give Queen a clear destination in women’s shaving and beauty.
Group each brand for easy navigation.

Men's grooming, LORD gondola — MEN’S GROOMING

Women's shaving, Queen gondola — WOMEN’S SHAVING

[41] CARE_STORE · VISIBILITYIN-STORE VISIBILITY

In-store visibility.

The aisle at Makhazen Alenaya, LORD and Queen — THE AISLE · LORD AND QUEEN AT MAKHAZEN ALENAYA · ILLUSTRATIVE

[42] CARE_STORE · SECONDARY_PLACEMENTIN-STORE VISIBILITY: SECONDARY PLACEMENT

Secondary placement.

5 GONDOLAS FOR THREE MONTHS

Two-sided gondola — 01 · TWO-SIDED GONDOLA

LORD display unit — 02 · LORD DISPLAY UNIT

[43] CARE_STORE · E-COMMERCEDIGITAL VISIBILITY

Digital visibility.

Proposed content for Care Store’s digital channels

Prepare Arabic and English content for the 16 SKU range.
Use product demonstrations to explain LORD and Queen benefits.
Coordinate social posts with agreed in-store promotions.
Agree online listing opportunities and channel availability.

PRODUCT DEMONSTRATION

@MAKHAZENALENAYA

makhazenalenaya

مخازن العناية
Makhazen Alenaya

وجهتك الأولى للجمال والعناية

LORDQUEENعروض

ILLUSTRATIVE MOCK-UP

[44] CARE_STORE · MEDIA_PLANMEDIA PLAN

Digital for awareness & education.

Saudi Arabic content across social platforms.

Instagram TikTok Snapchat YouTube

LORD, ألمع يا لورد — LORD · ألمع يا لورد

Queen, ضوّي يا كوين — QUEEN · ضوّي يا كوين

[45] CARE_STORE · PROMOTIONPROMOTIONAL ACTIVITIES

Promotional activities.

PROMOTION OPTIONS

Offers twice a month by SKU, benchmarked on competition
Sampling and product education in branch
Social content aligned with store offers

CARE STORE POSTERS, IN OUR LORD AND QUEEN DESIGN · INSETS: CARE STORE ORIGINALS · OFFERS TO BE AGREED

Our LORD version of the Care Store poster — OUR VERSION · SAME OFFERS

Care Store original poster, LORD — OUR VERSION · SAME OFFERS

Our Queen version of the Care Store poster — OUR VERSION · SAME OFFERS

Care Store original poster, Queen — OUR VERSION · SAME OFFERS

[46] CARE_STORE · TRADE_PLANTRADE PLAN

Trade plan.

Launch sequence from October, live in November, with what LORD commits in each workstream

WORKSTREAM

PRE-LAUNCHOCTOBER

LAUNCH MONTHNOVEMBER

MONTHS 2-3

ONGOING

PARTICULARS

Assortment

Confirm 16 SKUs and store scope

Activate agreed listings

Review mix and availability

Refine range

We would be delighted to add any SKU your sell-out insights call for

Primary shelf

Approve planogram and artwork

Install shelf branding

Check execution and replenishment

Maintain visibility

40% share of shelf and category management in 3 doors

Secondary display

Agree Care Store branches and formats

Activate agreed placements

Review results by store

Extend selectively

5 gondolas for three months

Promotion

Agree mechanics and funding

Launch agreed offers

Assess sell-out and repeat

Align key occasions

Twice a month by SKU, discount benchmarked against competition

Digital / content

Prepare product pages and assets

Launch content and online media

Continue education and activation

Refresh content

A weekly social media post

Working proposal. Dates, store count, budgets and promotional mechanics require LORD / Care Store agreement.

[47] CARE_STORE · NEXT_STEPREADY FOR THE NEXT STEP

Ready for the next step.

01Agree range and stores.

02Confirm support.

03Align launch readiness.

[48] THANK_YOULORD × CARE STORE

Shukran. شكرًا

We look forward to working with Care Store, and to a partnership that lasts.

نتطلّع إلى شراكة تدوم

WITH TAMER GROUP, OUR PARTNER IN THE KINGDOM

Brand building support.

Eighty-plus markets. One of them is this room.

GLOBAL EXCELLENCE

A century, and three beginnings.

Owning the line is the argument.

The ground we are fighting on.

Who else is on that shelf.

Where each brand stands.

Product for product.

Our performance in Egypt.

Egypt, 2025 into 2026.

Where Egypt buys it online.

Rooms people walk into, and film.

Gondolas. The fixture is the media.

POSM and visibility materials.

Establish LORD as the leading Arab grooming brand in Saudi Arabia.

One line, built to live in for years.

This is what lands in Saudi Arabia.

Marketing activities.

On every platform they already use.

Every shave, his head rises a little higher.

Every room she walks into lights up.

A proposal for Care Store.

A partnership that lasts.

Where Saudi shoppers come to choose.

Supported with a 360° plan.

The range for Care Store.

KEY CAMPAIGNOBJECTIVE

SUPPORTING MODEL

Strong primary and secondary visibility.

Primary shelves.

In-store placement opportunities.

In-store visibility.

Secondary placement.

Digital visibility.

Digital for awareness & education.

Promotional activities.

Trade plan.

Ready for the next step.

KEY CAMPAIGN
OBJECTIVE