Skin Care in the United Arab Emirates

PROSPECTS

Local appeal

When it comes to beauty products, both Western and non-Western expatriates traditionally had a bias towards anything with a “made in Paris” tagline. In 2018, however, there was growing interest in local brands, particularly amongst younger consumers.

A more holistic approach

A major shift is being seen in the idea of beauty in the United Arab Emirates. It is now viewed holistically, and the skin is being paid particular attention, as the biggest organ of the body.

Korean skin care products win; Korean cosmetics fall flat

It is said that there are two major influences in the United Arab Emirates: Hollywood and Bollywood. Now there are the beginnings of a new influence: dubbed Kollywood – all things Korean related to beauty and personal care.

COMPETITIVE LANDSCAPE

Analytical apps

Analytical apps are used by those who want an assessment of the condition of their skin from someone other than family or friends, and do not want to spend a lot of money to see a specialist. Beauty brands such as Vichy and La Roche-Posay have created apps to help consumers track their health and wellbeing and introduce consumers to new skin care products through recommendations from diagnostic tools.

A new Brazilian entrant in skin care

In 2018, Brazil-based cosmetics, skin care and fragrances brand O Boticário entered the market with products priced between AED200 and AED250 – catering to the masstige segment, which is between the premium and mass segments. Its first store was launched in Mirdif City Centre, and a second store was opened in Dubai Mall in early 2019.

On-the-go packaging

Small packaging does particularly well in the Dubai market, since it is a major travel hub, and people like the smaller sizes, which they are allowed in their carry-on luggage. Clarins travel sizes do very well, and it is expanding its offering of travel sizes in shopping centres.

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