Evolution of the beauty landscape: From function to emotion

A paradigm shift in consumer preferences for all things beauty is clearly visible through self-expression and an urge to create a personalised beauty regime. Today’s consumers are not only looking for product efficacy but also a sense of purposeful satisfaction when it comes to their beauty choices. Overall, there has been a dramatic change in the perception of beauty challenging established standards therein becoming more and more inclusive.

What are consumers looking for?

There are several trends shaping the global beauty market that are driving innovation in the category, with the main commonality being how they make the consumer feel. Consumers are looking for science-backed and performance-based accredited beauty products approved by dermatologists and recommended by trusted voices from the community. There seems to be an interesting combination of science and digital media building consumer awareness and education.

The demand for clean beauty is set to continue as consumers are becoming increasingly conscious about how what they use is impacting the planet and themselves. From ingredients to packaging every aspect is being verified to ensure the product is truly ‘clean’. That’s why clean beauty platforms such as The Detox Market have expanded to the region offering consumers a wider range of clean beauty brands and products.

?

Meanwhile, a heightened and evolved sense of self-care and intentional spending on what really matters is blurring the line between beauty and wellness. The idea of beauty being holistic and inclusive is more prevalent now than it has ever been before and giving rise to the concept of beauty for all – irrespective of gender, age, colour, culture.

?

Growing awareness of skincare in the region

While making products accessible to consumers is crucial, it isn’t enough. We feel that educating and raising awareness among consumers is equally important to meaningfully support their skincare journey enabling them to not only create routines but enjoy them too. We are doing this by creating online and offline communities where customers can share reviews, feedback and even ask questions. Our aim is to have open dialogues to educate and empower customers and increase their knowledge of skincare.

?

In this context, our unique pop-up concept Skin Care Nation at Mall of the Emirates, powered by FACES, is so relevant. A concept that seamlessly integrates technology, science and expert knowledge to support consumers map out effective and personalised skincare regimes. If anything, the Skin Care Nation platform is all about fostering a holistic skincare journey for consumers giving them the chance to engage with skin care brands, experience tech-driven solutions and learn from renowned skincare experts. Operating in a part of the world known for a highly aware, savvy and young audience, there is a strong demand for new products and hybrid shopping experiences. What that means for us is to stay informed about emerging trends – even before they actually reach our region – to offer the right kind of brands and products. On the other hand, besides introducing global beauty brands to the region, it’s also our responsibility to support the growth of home-grown, indie brands to add genuine diversity to the market. ?The Beauty Lab is one of our programmes built to empower and support local beauty start-ups giving them the chance to test and market their brands online and offline through our concepts Beauty Nation and FACES.

?

We want to be at the forefront of an evolving beauty movement

While the beauty landscape globally and regionally continues to evolve some things will remain unchanged and relevant, such as the importance of experiencing a product. That’s why even in the age of contactless, metaverse, virtual influencers and social media, a channel where trends emerge, we won’t overlook the need for touch and feel. We will continue to transform our brick-and-mortar spaces into fun, playful and hybridised experience centres by integrating technology with human connections.

?

To lead the evolving beauty movement, we will continue to authentically connect with our customers offering them cutting-edge products and services alongside expert guidance enabled by tech-driven solutions, all the while keeping sustainability at the core of everything we do.

? Chalhoub Group Faces Beauty Middle East