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A recent study conducted by Chalhoub Group has unveiled interesting insights into the beauty consumer behavior in Saudi Arabia, the UAE, and Kuwait. Titled “Decoding the Beauty Consumer in the GCC,” the comprehensive report sheds light on beauty standards, consumer purchasing behavior, and the most popular beauty categories in the region.Shift in Beauty PerceptionThe report highlights a shift in beauty perception in the GCC market, moving away from European ideals to embracing Arabic beauty and Middle Eastern features. Consumers now prefer lighter cosmetic adjustments that preserve their individual beauty and focus on “internal beauty,” which encompasses health, well-being, and self-esteem. Emirati women see themselves as trendsetters, Saudi women are highly engaged in makeup and fragrance use, while Kuwaiti women prioritize maintaining hydrated and healthy skin appearance, closely following social media beauty trends.Female Shoppers Drive Beauty CategoriesIn terms of consumer purchasing behavior, the report reveals that most beauty categories are primarily driven by female shoppers, with an average spend 55 percent higher than men. While fragrance stands out as an exception, where men shop 20 percent more frequently and spend 11 percent more, the majority of beauty categories are dominated by female consumers. Notably, Saudi consumers emerge as the highest spenders on makeup in the region.Holistic Approach to BeautyThe study points out that Middle Eastern consumers associate beauty not just with physical appearance but also with overall well-being and inner feelings. This has given rise to a new generation of beauty brands that prioritize holistic well-being and customer satisfaction beyond traditional product effectiveness. These brands now cater to the diverse needs of their customers, taking a comprehensive approach to beauty.Top Beauty CategoriesThe report identifies specific beauty products that cater to consumers’ skin types as the preferred choice over generalized products. Moisturizer ranks as the top product, with 79 percent of consumers having purchased it in the past three months, followed by cleanser at 54 percent. Hydration and improving skin texture drive moisturizer purchases, while sun protection is considered essential for its wide range of benefits, with 46 percent having purchased SPF/sunblock in the past three months. Makeup is also viewed as an art form that enhances Arabic beauty features.Preferred Purchasing ChannelsThe findings reveal that 64 percent of males prefer supermarkets for beauty purchases, while beauty stores account for 80 percent of offline spending for UAE nationals. Traditional retail remains popular in Saudi Arabia, with 37 percent of females frequenting beauty stores for purchases.The extensive study provides valuable insights for beauty brands and marketers looking to understand and cater to the preferences of GCC consumers. As the beauty market continues to thrive in the region, embracing the evolving beauty perceptions and needs of consumers is crucial for success.
