In Conversation with Maria Dodero, Marketing Director, Lenskart Middle East
Eyewear has come a long way from being a simple vision necessity to becoming a defining fashion statement, reflecting individuality, personality and lifestyle. In a region where fashion, innovation and digital experiences increasingly shape consumer choices, Lenskart is transforming the way people discover, experience and wear eyewear, making style, quality and affordability accessible to a new generation of consumers.
At the forefront of this evolution is Maria Dodero, Marketing Director at Lenskart Middle East, who brings nearly two decades of international marketing expertise across the FMCG and retail sectors in Latin America and the MENA region. Having held senior positions at global industry leaders including Nestlé and Procter & Gamble (P&G), Maria combines her engineering background with a strategic, consumer-centric approach to building brands and creating meaningful connections with diverse audiences.
Under her marketing leadership, Lenskart is embracing the intersection of fashion, technology and entertainment through innovative consumer experiences that extend beyond traditional retail. From interactive Snapchat campaigns and augmented reality virtual try-ons to fitness-inspired initiatives that reward everyday activity, the brand is finding creative ways to engage younger, digitally connected consumers while strengthening the relationship between online discovery and in-store shopping.
With new collections introduced regularly and an emphasis on understanding evolving consumer preferences, Lenskart is positioning eyewear as an essential part of personal styling rather than simply a functional accessory.
In this exclusive interview with Global Trend Monitor, Maria shares her insights into the changing face of eyewear fashion in the Middle East, the growing influence of digital engagement, the importance of personalisation and how Lenskart is combining creativity, technology and consumer insights to shape the future of eyewear retail.
Eyewear has evolved from a functional necessity into an important fashion accessory. How has Lenskart responded to this shift, particularly among style-conscious consumers in the UAE?
At Lenskart, we believe eyewear should be as much about personal style as it is about vision. We’ve built a diverse portfolio of brands and collections that combine contemporary design, quality and affordability, giving consumers the freedom to express themselves through eyewear and choose different styles for different occasions.
Personal style and individuality are increasingly influencing fashion choices. What are the key eyewear trends you are seeing emerge across the UAE and wider Middle East?
We’re seeing a growing interest in statement frames, contemporary silhouettes and eyewear that reflects individual personalities. Consumers are increasingly treating eyewear as part of their everyday wardrobe, choosing different styles for different occasions rather than relying on a single pair. A great example is Meller, which was a big hit during our Score Your Frame campaign and was the first brand to sell out when the campaign launched.
Lenskart recently introduced interactive digital campaigns such as Score Your Frame and Run for Frame. What inspired these concepts, and how do they connect fashion with entertainment and consumer engagement?
The concept originated in Thailand and Singapore, and we adapted it to our market by understanding how our consumers behave and where they spend their time. Score Your Frame turned Snapchat’s Snap Score into eyewear rewards, while Run for Frame aligns with the Dubai Fitness Challenge and the cooler months, when people are more active outdoors, rewarding consumers for their daily steps. Both campaigns make eyewear discovery more interactive, rewarding and relevant to consumers’ everyday lives.
Social media platforms are transforming the way consumers discover fashion brands. How is Lenskart using platforms such as Snapchat to introduce eyewear to new audiences in a more creative and engaging way?
We focus on meeting consumers where they already spend their time. With Score Your Frame, we tapped into Snapchat’s Snap Score culture to engage younger audiences through a familiar platform. Combined with influencer partnerships and organic content, the campaign helped turn social engagement into store visits, purchases and new customer acquisition.Snapchat has also been part of our strategy for a long time. For the launch of our Aliona collection, we used Snapchat’s AR Lens technology to introduce a 3D Try-On experience, allowing consumers to virtually try on frames from the collection directly through the app.
Today’s consumers increasingly expect personalised shopping experiences. How important are technology and digital innovation in helping customers discover frames that complement their individual style and personality?
Technology is at the core of Lenskart. We’re a technology-first company, and innovation is part of our DNA. It plays an important role in making eyewear shopping easier, more convenient and more personal. Through tools like our 3D Try-On, customers can virtually explore different frames before purchasing, helping them discover styles that suit their preferences with greater confidence.
The UAE is home to an exceptionally diverse and fashion-conscious population. How does Lenskart adapt its product offering and marketing approach to appeal to different tastes, lifestyles and cultural preferences?
We invest in understanding our consumers rather than taking a one-size-fits-all approach. Through consumer research, we identify different audience segments and tailor our collections, messaging and campaigns to their preferences, ensuring we remain relevant across the UAE’s diverse market.
Fashion is increasingly influenced by experiences rather than traditional advertising alone. What have campaigns such as Score Your Frame taught Lenskart about the way younger consumers interact with brands?
Younger consumers respond to experiences they can actively participate in and share and show off. With Score Your Frame, we saw consumers spreading the word organically and even visiting stores in groups to redeem their rewards. It showed us that when a campaign genuinely resonates, engagement can translate into real business results.
As eyewear becomes a more prominent part of everyday styling, how does Lenskart balance contemporary design, comfort, quality and affordability within its collections?
Our approach starts with understanding our consumers, what they like, what they need and how they express themselves. We use these insights to create designs that connect with their individual styles and lifestyles. We launch two to three collections every month, ensuring we cater to different consumer segments and evolving preferences. Through our diverse portfolio,we aim to make stylish, comfortable and high-quality eyewear accessible to everyone at affordable prices.
With digital experiences playing a growing role in retail, how do you see the relationship between online engagement and the physical eyewear shopping experience evolving over the next few years?
We’re an omnichannel company, allowing consumers to move seamlessly between online and offline shopping. Digital platforms help consumers discover styles and engage with our brand, while our stores allow them to experience products firsthand. Our focus is on connecting both experiences to make eyewear shopping more convenient, accessible and seamless.
Looking ahead, what excites you most about the future of eyewear fashion in the Middle East, and how does Lenskart intend to remain relevant to a new generation of consumers?
Eyewear sits in one of the most prominent places: the face. That’s why we recognise its importance as a fashion accessory and a form of self-expression. We’re constantly challenging ourselves to push the boundaries of design. With a dedicated team of the best designers, we aim to stay at the forefront of global eyewear trends, creating collections that reflect different personalities, styles and evolving costumer preferences.
