Chalhoub Group has released its comprehensive beauty report named ‘Decoding the Beauty Consumer in the GCC.’
It features a deep understanding of consumer behaviour, preferences, and trends within the beauty category in the United Arab Emirates, Saudi Arabia, and Kuwait.
The methodology of the study included a quantitative study with 2,600 beauty consumers, a four day ethnography with 30 participants, and over 15 expert interviews.
The report findings cover three main pillars; the definition of beauty standards in the region, consumer purchasing behaviour trends, and the top beauty categories GCC consumers are most interested in.
On Redefining Beauty in the GCC market, the report highlights a shift in beauty perception in the GCC market from European ideals to embracing Arabic beauty and Middle Eastern features.
Consumers now prefer lighter cosmetic adjustments that preserve their individual beauty and focus more on ‘Internal Beauty,’ encompassing health, wellbeing, and self-esteem, which can influence external appearance.
UAE women see themselves as trendsetters with exposure to various brands, while Saudi women are highly engaged makeup and fragrance users, drawing inspiration from social media. Kuwaiti women are particularly attentive to social media beauty trends and prioritise maintaining a hydrated and healthy skin appearance.
Jasmina Banda Chief Strategy Officer at Chalhoub Group, said: “Chalhoub Group conducted the most extensive consumer beauty study ever undertaken in the GCC. The primary finding from our study reveals that our consumers associate beauty not solely with physical appearance but also with their overall well-being and inner feelings.”
“This has paved the way for a new generation of brands that prioritise more than just traditional product effectiveness. These brands now extend their focus to encompass the holistic well-being of their customers”
You can view the full ‘Decoding the Beauty Consumer in the GCC’ here
