The five-day event will feature a range of experiences and educational opportunities for both consumers and professionals. The group conceptualized the event with a larger aim: to unlock the untapped potential of the skin care market in the Middle East. This presents a fantastic opportunity if we can change the behavior of the people and raise awareness about the importance of skin care. The group identified education as the key driver for growing skin care, which during the pandemic showed a lot of promise, growing twice as fast as other beauty categories in the region.
Through masterclasses and brand activations, visitors have the opportunity to navigate through different routines, use technology and tools to assess their skin health, gain a deeper understanding of their skin type, learn about the latest advancements and select the products tailored to their needs.
The Skincare Edition can help us build knowledge and bonds with the new Saudi consumer. Saudi Arabia itself has huge market potential. There are a lot of white spaces and potential in skin care that will drive the growth of the Middle East.
Saudi is only at 9 percent market penetration for skin care, so events like this will really increase awareness and make a big impact. The interest in smaller niche skin care brands is strong in the region.
Also, the introduction of Dr. Chalhoub emphasized the importance of collaboration across the entire industry. We really associate it as an industry event, giving everyone access to the latest products and techniques and, most importantly, a chance to engage with industry experts. Hasmik Panossian, managing director of Sephora Middle East, said the region is quickly embracing clean beauty, highlighting growing consumer demand for products that deliver high performance without compromising values.
