International retail franchisor Alshaya Group is holding its first festive campaign, the 'Festival of Lights,' in the United Arab Emirates (UAE). This promotion features an exclusive range of products and collections from the company's popular brands, such as H&M, Starbucks, Shake Shack, Ulta Beauty, and others.
The campaign runs until November 8, allowing customers in the UAE to enjoy various festive offers. These include a special creamy chicken menu at Shake Shack in collaboration with Asha’s, a cinnamon latte at Starbucks, a Diwali-themed collection for women from H&M, Bollywood Glam Beauty masterclasses with Indian founder Vimi Joshi at Ulta Beauty, and gift sets from cosmetic brands, including Jo Malone and Bath & Body Works.
Steve Vikirstaff, Chief Operating Officer of Alshaya Group, noted that the launch of these first specialized festive collections reflects the company's commitment to serving and engaging with the region's diverse communities. He added that the Aura loyalty program has been amplified by a 10x campaign to make every store visit unforgettable for shoppers.
As part of the 'Festival of Lights,' Alshaya rewards shoppers through its Aura loyalty program. Program members can enhance their festive purchases with the 10x campaign, which allows them to unlock a series of rewards, exclusive gifts, and multiplied points.
Participants receive progressively increasing Aura point multipliers with each transaction: from 2x on the second purchase up to 10x on the tenth. This provides the opportunity to receive up to five generous gifts, including: a Starbucks cinnamon latte (after 2x transactions), a Pinkberry Festival of Lights mini cup (after 4x transactions), a Shake Shack creamy chicken burger (after 6x transactions), a Bath & Body Works body spray (after 8x transactions), and 100 AED in Aura points (after 10x transactions).
Aura members can earn and spend points across favorite brands, access personalized shopping, dining, and lifestyle experiences. They also receive priority notifications about sales and promotions across Alshaya's portfolio of over 30 brands, including American Eagle, Foot Locker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty. Members of the Aura Star and VIP tiers receive accelerated Aura point accrual, as well as exclusive offers such as early access to sales, invitations, and free online delivery.
Since its launch in 2022, Aura has become one of the leading loyalty programs in the region, boasting over 8 million participants. The program was recently recognized for the third consecutive year at the International Loyalty Awards, winning the 'Best International Loyalty Program in the Middle East' award.


