Saudi Arabia’s extensive engagement with social media platforms such as Facebook, Instagram, Twitter and Snapchat has conferred a prominent role on social media influencers. These have played an important part in raising awareness of skin care regimens and products in the market.
Pharma/therapeutic brands continue to evolve in skin care, supported by the recommendations of dermatologists and pharmacists as well as social media influencers, as many consumers still need guidance when purchasing these products. New players continue to enter the Saudi market through chemists/pharmacies, drugstores/parapharmacies and online retailers, such as Royce Derma, Caudalie and DCL.
The average unit price of skin care products has been pushed up by the introduction of 5% VAT from 1 January 2018. However, it is also subject to the downward pressure of competition amongst manufacturers and retailers in the form of promotional campaigns involving discounts and deals.
Nivea leads the skin care category thanks to its extensive range of skin care products and availability in key distribution channels at reasonable prices. The brand was further supported by promotional campaigns, especially online on various social media platforms, sponsorships such as Project Runway Middle East, discounts and offers, and continuous new product launches.
Beauty specialist retailers remains the largest distribution channel in skin care by value, mainly due to the high prices of premium skin care brands compared with those of mass skin care. Premium skin care brands are primarily sold in beauty specialist retailers such as Sephora, Wojooh, Paris Gallery, and Vavavoom.
K-beauty brands continued to emerge in the Saudi market at the end of the review period. Nature Republic opened its first store in Saudi Arabia in Al Nakheel Mall-Riyadh in partnership with Fawaz Alhokair, while Al Shaya Group opened the first Etude House store in the market in Granada Center- Riyadh.
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This industry report originates from Passport, our Beauty and Personal Care market research database.