Andréa de Rosseto, Director of the Art de Vivre-Health Division of the Tokyo Business France Office, presented the consumption habits of the Emirati people when it comes to beauty.
Cosmetics market characteristics
The United Arab Emirates market is one of the three most dynamic in the region, with Saudi Arabia and Iran. It represented two billion dollars in 2015, mainly in terms of imports.
‘Perfumes, makeup, and targeted skincare products are a huge success. However, the local offering also tends to develop, in particular in the field of traditional Arabic perfumes like jasmine, amber, musk, and Oud. Makeup is also gaining importance, with brands like Huda Beauty,’ Andréa de Rosseto explained.
It should be said that the Emirates are getting increasingly more popular among tourists. In 2016, almost 15.3 million people visited the country. As a result, duty free sales have boomed. ‘Dubai Duty Free sold 307 million dollars of perfumes and 149 million cosmetics in 2016,’ Andréa de Rosseto added.
It is particularly important to take care of your own appearance in the Arabic culture. Andréa de Rosseto explained that ‘Arab women put on a lot of makeup on their faces, but also on their bodies, on certain occasions. They attach a great deal of importance to hair beauty. As for men, they have beards and pay much attention to them – they are very sophisticated.’
She also said that if perfumes represent an essential in the Arabic lifestyle, makeup sales got higher than perfume sales between 2016 and 2017.
Consumers’ favourite claims
As regards perfumes, keywords like ‘exclusive’, ‘iconic’, ‘precious’, and ‘luxurious’ are efficient sales arguments.
Makeup-wise, women search for intense colours and voluminous lashes. In addition, they want full, moisturized, supple lips. Products should be long-lasting, withstand both water and the heat, provide a flawless complexion, and conceal all blemishes.
Although they aim for a certain degree of sophistication, women consumers are sensitive to products easy to remove. They also like cleansing wipes for their convenience.
To seduce the Emirati people, skincare products should make moisturizing and nourishing promises and offer natural radiance. Claims related to exfoliation, freshness, and preservation of sensitive skins are very popular.
Lastly, sun products are much used and should provide long-lasting protection against air pollution and UV rays, fight against aging and dark spots, and offer both a light texture and pleasant perfume on the skin.
The hair is crucial for women in the United Arab Emirates: they want cosmetics that provide shininess, suppleness, and hydration. They also try to treat and prevent any hair issues: protection against daily aggressions, hair loss, and itching.
To this aim, they use natural treatments free from any hazardous or controversial ingredients.
Fashionable products and trends
Andréa de Rosseto presented the bestselling cosmetics panel according to the most popular claims among Emirati consumers.
• Perfumes: Good Girl, by Caroline Herrera, is well ahead of its rivals. The fragrance is powerful, sensual, and floral. This luxury product is available for €106 for a 50ml bottle.
• Makeup: For a flawless complexion, women are fond of contouring. The MakeUp Forever Face Contour Kit helps sculpt the face and conceal small imperfections. The palette costs €51.
• Skincare: Hydra Life BB CREME SPF30 by Christian Dior is a huge success in the United Arab Emirates. This skincare product both hydrates the skin and protects it against pollution and UV rays. You need to pay €87 to get it.
• Hair care: L’Oréal’s SmartBond Kit protects coloured hair. It makes it soft, silky, and shiny. The 250ml bottle is worth €26.
Women in the United Arab Emirates are naturally fond of beauty and cosmetics, which is why this industry is so flourishing in these countries. They search for sophisticated, luxurious products, but they are also sensitive to natural beauty products that both preserve nature and health.
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