Waves launched its product range with a blogger cocktail event with curated mock tail refreshers and canapes to keep the evening a fun and casual, where likeminded fashion trendsetters were invited to share ideas and outlooks regarding the Waves brand. The blogging culture is a strongly present ideal in Dubai consumerist culture, as it is an avenue to promote your own or a retailers product, launch marketing campaigns or push product to the masses of followers the bloggers have cultivated. Bloggers are also utilized as good will brand ambassadors by fashion forward retail brands in order to promote product via a bloggers own individual social media platform in order to cultivate a genuine social following of the brand. Which also helps a retailer breaking into a new market, in turn monitor customer reception of the brand and the lifestyle each blogger represents in order to better understand the market segment and produce product to suit the UAE weather and lifestyle. Up-and-comers and established bloggers were present at the event. Whilst complimentary product gift bags were handed over to the bloggers in order to provide more insight into the brand and garner special recognition of the availability of the brand in Lulu Supermarket chains.