Premium Beauty and Personal Care in Saudi Arabia

PROSPECTS

Premium beauty and personal care brands focus on online advertising campaigns

Thanks to Saudi Arabia having the highest number of active users in the region on most social media platforms, including Facebook, Instagram, Twitter and Snapchat, premium beauty and personal care brands continue to focus their advertising campaigns online. This includes social media platforms and e-commerce websites/mobile applications - health and beauty specialist retailers’ websites/mobile applications, as well as those of internet retailers.

Premium baby and child-specific products continue to see the highest growth

Parents in Saudi Arabia continue to shift towards premium pharma/therapeutic baby and child-specific brands, influenced by paediatricians and pharmacists’ recommendations, as well as word of mouth. Moreover, the expansion of premium pharma/therapeutic brands in distribution channels and ongoing promotional campaigns throughout the year have encouraged many to purchase higher-end products.

Pharma/therapeutic brands continue to expand

Pharma/therapeutic brands continue to develop a presence in premium beauty and personal care through dermatologists’ and pharmacists’ recommendations, as well as the impact of social media influencers. Many consumers still need guidance when purchasing these products.

COMPETITIVE LANDSCAPE

Arabian Oud retains lead in premium beauty and personal care

Arabian Oud Co continues to lead premium beauty and personal care primarily due to its large number of retail outlets, ongoing promotional campaigns, and diverse product offer. Arabian Oud Co is continuously opening new branches and renovating old stores, as well as expanding its online presence through its e-commerce website and other key online retailers like souq.

Beauty specialist retailers continue to lead distribution channels

Beauty specialist retailers, such as Sephora, Wojooh, Paris Gallery, and Vavavoom, as well as mono-brand stores like Arabian Oud, Abdul Samad AlQurashi, Al-Majed for Oud, continue to reinforce their lead in colour cosmetics through the ongoing expansion of their store networks, their online presence through social media platforms, their e-commerce websites/mobile applications and their loyalty programmes. In addition, there is an emerging trend towards private label, like Made In Sephora and Wow by Wojooh, especially in colour cosmetics.

Online shopping reinforces beauty and personal care

While consumer price-consciousness may appear to be an obstacle to the development of premium beauty and personal care, many consumers look for promotional offers and deals on premium products online through internet retailers such as souq.com, basharacare.

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