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with these consumers requires a strong omnichannel strategy
encompassing e-commerce, social media, retail experiences
and collaborations. Online content is their primary resource
and they look for brands that demonstrate strong values
such as quality, uniqueness, authenticity and purpose.
The sustainability factor is a noteworthy consideration to this
generation and it is directly impacting purchasing choices; a
recent survey showed that 74% of respondents checked for
sustainability certification and 71% bought items with eco-
friendly packaging. The ‘ripple effect’ of this well-educated
and sophisticated consumer segment and their preferences
can be seen throughout the region. In Saudi Arabia the key
touchpoints for brand discovery are word of mouth, followed
by social media (Snapchat and Instagram) and then beauty
advisors or sales assistants. These routes to the consumer
emphasise the importance of building brand loyalty as well
as having an efficient supply chain and stock management.
Another new name will be Jillian Switzerland, whose collection Although the acceleration of e-commerce has had a significant
of perfumes, home and body care takes ‘the art of fragrance’ impact on the consumer journey, brick and mortar retail plays a
to an enhanced level of inspiration, creativity and luxe style. very important role. From mega malls to the well-known names
Founder of Jillian Switzerland and Founder & Chairperson like Sephora, Faces and Al Nahdi the in-store experience is
of UCC Europe, JK Pham (Jang Kêu) sees Saudi Arabia and an ingrained preference. Further areas to consider are the
the Middle East as pivotal markets, “these regions closely strong expat communities and the exceptional growth of
align with our brand ethos, particularly in their shared respect the hospitality sector that can be seen in the Middle East
for nature and unwavering commitment to sustainability. region as these create further
Consumers in this area are increasingly seeking products that diversification of the audience
deliver exceptional quality while embodying conscious choices segments. In Saudi Arabia the
that promote environmentally friendly practices. This fusion of development boom is seeing
luxury and sustainability makes the Middle East an ideal hub over a 100 new openings of top-
for our brand to thrive.” Both these brands reflect the core tier hotels including flagships
values of the Arab consumers; they are distinctive, original, from AMAN, Mandarin Oriental,
beautifully crafted and champion environmental stewardship. Nobu, Four Seasons and many
Qualities that are highly celebrated in the region. more. Wellness has become
an influential driver with many
AN opportUNItY LANDScApe of these resorts as well as the

Saudi Arabia is a high-income economy which is emerging ground breaking projects like
as one of the most opportune markets within the thriving Red Sea Global and the Public
Middle East region. As Omar Bdour explains “Saudi Arabia Investment Fund of Saudi Arabia
is undergoing tremendous amounts of change and progress (PIF) that is a cornerstone
under their current Vision 2030. This ambition and commitment of Vision 2030.
to development and innovation is what sets the market in
Saudia Arabia apart from any other. The government is offering
unprecedented support to help with market growth and
shifting the economic focus of the country. This presents a huge
number of opportunities for brands to enter one of the most
exciting markets in the world and connect with an entirely new
customer base.” For beauty brands an important consideration
is the social generation of young and digitally savvy
population, over half of the 37 million inhabitants in Saudi
Arabia are under the age of 30 and their digital consumption
is at 82% (one of the highest in the world). The influence of
Gen Z is therefore particularly significant as they are playing a
redefining role in the escalating demand for beauty, its rapid
growth and constant evolution. Connecting and engaging

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