Page 26 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

R R E E P P O O R R T T

Another new name will be For beauty brands an important consideration is the social
Jillian Switzerland, whose generation of young and digitally savvy population, over half of
collection of perfumes, home the 37 million inhabitants in Saudi Arabia are under the age of
and body care takes ‘the art 30 and their digital consumption is at 82% (one of the highest
of fragrance’ to an enhanced in the world). The influence of Gen Z is therefore particularly
level of inspiration, creativity significant as they are playing a redefining role in the escalating
and luxe style. Founder of demand for beauty, its rapid growth and constant evolution.
Jillian Switzerland and Founder Connecting and engaging with these consumers requires a
& Chairperson of UCC Europe, strong omnichannel strategy encompassing e-commerce,
JK Pham (Jang Kêu) sees Saudi social media, retail experiences and collaborations. Online
Arabia and the Middle East as content is their primary resource and they look for brands
pivotal markets, “these regions that demonstrate strong values such as quality, uniqueness,
closely align with our brand authenticity and purpose.
ethos, particularly in their shared The sustainability factor is a noteworthy consideration to this
respect for nature and unwavering commitment to sustainability. generation and it is directly impacting purchasing choices; a
Consumers in this area are increasingly seeking products that recent survey showed that 74% of respondents checked for
deliver exceptional quality while embodying conscious choices that sustainability certification and 71% bought items with eco-
promote environmentally friendly practices. This fusion of luxury friendly packaging. The ‘ripple effect’ of this well-educated and
and sustainability makes the Middle East an ideal hub for our brand sophisticated consumer segment and their preferences can be
to thrive.” Both these brands reflect the core values of the Arab seen throughout the region. In Saudi Arabia the key touchpoints
consumers; they are distinctive, original, beautifully crafted and for brand discovery are word of mouth, followed by social
champion environmental stewardship. Qualities that are highly media (Snapchat and Instagram) and then beauty advisors
celebrated in the region. or sales assistants. These routes to the consumer emphasise
the importance of building brand loyalty as well as having an
An Opportunity Landscape efficient supply chain and stock management. Although the
Saudi Arabia is a high-income economy which is emerging as acceleration of e-commerce has had a significant impact on the
one of the most opportune markets within the thriving Middle consumer journey, brick and mortar retail plays a very important
East region. As Omar Bdour explains “Saudi Arabia is undergoing role. From mega malls to the well-known names like Sephora,
tremendous amounts of change and progress under their current Faces and Al Nahdi the in-store experience is an ingrained
Vision 2030. This ambition and commitment to development and preference. Further areas
innovation is what sets the market in Saudia Arabia apart from any to consider are the strong
other. The government is offering unprecedented support to help expat communities and
with market growth and shifting the economic focus of the country. the exceptional growth of
This presents a huge number of opportunities for brands to enter the hospitality sector that
one of the most exciting markets in the world and connect with an can be seen in the Middle
entirely new customer base.” East region as these create
further diversification of
the audience segments.
In Saudi Arabia the
development boom is
seeing over a 100 new
openings of top-tier hotels
including flagships from
AMAN, Mandarin Oriental,
Nobu, Four Seasons and
many more. Wellness has
become an influential
driver with many of these
resorts as well as the ground breaking projects like Red Sea
Global and the Public Investment Fund of Saudi Arabia (PIF) that
is a cornerstone of Vision 2030.

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