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REPOR T

Understanding the demands
and preferences of your
audience will be important.
Knowing how to present
your products and approach
your customers can make a
huge difference in the Arab
world.” He also points out the
value in considering different
market trends as well as key
factors such as seasonality
and important holiday
dates. Creating a localized
strategy based on regional
preferences and styles goes
a long way for successful
market entries.

beAUtY
beGINNINGS
For the first time in 2024
Beautyworld Middle East
show will feature a dedicated
With over 20 years of experience in helping brands enter discovery zone for new and niche international brands looking
the Arab markets, Omar Bdour is well-placed in advising to make their exhibition debut. Created in collaboration with
brands about cultural understanding and the importance IL Brand Consultancy, Beauty Beginnings is designed as an
of market knowledge. In a region that places great emphasis introductory platform for start-ups and SME’s looking to the
on word-of-mouth recommendations, building connections MENA region. One of these businesses is Le Rouge Français,
and reputation is vital for success. Through the London Arabia a brand that has revolutionised the cosmetics sector
Organisation he works on multiple initiatives to strengthen with its breakthrough ‘plant-based makeupology’.
the cultural and business ties between the UK and the Where conventional brands still stand for chemical and
Arab world, these include prestigious events like the Arab mineral pigments, Le Rouge Français uses colours extracted
Women of the year Awards, the Arab Women’s Summit, from plants. This combination of innovation, artistry,
the London Arabia Art & Fashion Week and the soon efficacy, quality and sustainability offers a persuasive narrative
to be launched London Arabia 100. for local partners.

“The Middle East is
a vital region for our
brand’s expansion
due to its rich cultural
heritage, high
demand for beauty
products, and an
increasingly discerning
consumer base that
values tradition and
innovation.” explains
Elodie Carpentier,
Connecting with Arab customers in your own market builds a General Manager and
customer base and recommendations that can help you can Co-Founder Maison Le Rouge Français.
break into a target market more efficiently. Omar Bdour also “The region’s consumers are not just beauty enthusiasts; they
points out there are distinguishing characteristics, “business are trendsetters who value luxury, quality and authenticity in
is more personal in the Arab markets, consumers will want the products they choose. Naturality and sustainable are key
to connect with your brand and understand who you are. points in the current trends and needs of the customer.”

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