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SKINCARE FOCUS: Middle East

More and more Middle Easterners are buying and using cosmetic products

Everyone around the world wants beautiful skin, and the market is growing. However, it is not increasing where most people would expect it to. Instead of growth in the United States and Europe, the most burgeoning skincare market growth is actually in the Middle East.

Even the chairman and CEO of L’Oreal Jean-Paul Agon has said that 95 to 100 percent of new growth is coming from outside of Europe from other markets, and the Middle East appears to be one of them, according to Euromonitor International, which said, “In the main markets of Saudi Arabia, the United Arab Emirates, Iran and [South Africa], this trend is likely to be particularly pronounced, simply because these are the largest and most robust markets, both in terms of size and volume.”

There is an increasing growth in beauty demand in this region more than ever before, with a 76 percent surge in skincare and cosmetics exhibitors at BeautyWorld Middle East trade show exhibition in Dubai scheduled for May 27-29. With economic growth in areas like the United Arab Emirates, Saudi Arabia and these areas are expected to be huge players in the skincare market for years to come.

The changing economic worlds of these areas are driving the market. In Saudi Arabia market, women are now working in the market, so the drive for a better appearance is increasing. For this area, the biggest increase is in the purchase of moisturizers and anti-aging products, which grew from 6 to 7 percent. Most of these buyers will be middle- to high-income women. There will also be a change in the way women there conduct their daily skincare routines.

Iran is also experiencing an uptick in incomes, and upscale cosmetics have the chance to grow in this market. Anti-aging products are also proving to be a popular choice in this region, increasing in sales by 26 percent in the year 2010. A growing younger population may also change trends in the region, with more demand for facial care product offerings and familiarity with lines that are available.

The retail market in the United Arab Emirates is strong, particularly in luxury hot spot Dubai, as it’s worth $140 million. Although the market may not be predicted to be as big as in other Middle Eastern territories, there is a demand for it given the sheer amount of shopping space in the area. The market here is not limited to women, either — men are also investing in skincare regimens.

For those who have Middle Eastern complexions, it’s important to take special care of your skin. Although researchers say that your skin may be some of the healthiest, it doesn’t mean you should neglect it. Here are some good tips to get you started:

-Keep an eye out for dark under-eye circles. These can be rather pronounced with your skin tone. Try topical treatments that target these areas with caffeine to help increase circulation and different nutrients, including vitamins C and E, that will nourish the delicate skin there.

-Middle Eastern skin can be healthier than many other types of skin, but it still needs appropriate care. Make sure to find a cleanser appropriate for your skin type, whether it’s sensitive and dry or oily. And make sure to find the right moisturizer. That includes oily skinned people — excess oil does not equal proper hydration.

-No matter how light or dark your skin is, you still need protection from the sun’s ultraviolet rays. Opt for a minimum of SPF 15, although SPF 30 is always preferable. Although darker skin has an automatic SPF 4 protection, it doesn’t make you immune to skin cancer or age spots.

-Be aware that your skin is different than other types of skin. What works for your friend may not work for you, and vice versa. When treating your skin, make sure that you are aware, particularly if you need to see a dermatologist.

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Oro Gold Cosmetics Team
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