How to address Middle Eastern consumers in all their cultural and aesthetic complexity? To answer this question, at the CEW France Journée de la Beauté, forward-looking agency Peclers Paris shared the initial results of a study carried out in three Gulf countries (United Arab Emirates, Saudi Arabia, Kuwait) on the values, expectations and beauty imaginaries emerging in the region. A two-voice presentation by Marie Duvivier, Beauty & Luxury Strategy Consultant, and Mai Nguyen, Creative and Style Director.
A young, fast-changing region
Today, the Gulf States represent a strategic territory for the beauty and luxury sectors. “This region is writing a new modernity”, emphasizes Marie Duvivier. Driven by ambitious political plans for economic diversification (Vision 2030 in Saudi Arabia, Vision 2040 in Dubai…), these states are seeing the emergence of futuristic new urban projects “reflecting a desire for emancipation from the oil model.”
In this dynamic, the role of women is evolving rapidly. “One out of every three businesses launched in the region is now run by a woman,” says the consultant.
Youth is also a key driver of this transformation. “55% of the population in the Middle East is under 30, compared with 36% in OECD countries. Young people with strong purchasing power and a resolutely optimistic outlook on the future are a key target for brands.”
Four consumer portraits
Based on a quantitative survey (3,000 respondents), combined with cultural and prospective fieldwork, Peclers Paris proposes an aspirational segmentation into four major figures. “The aim is to go beyond clichés, nuance representations and identify relevant avenues of innovation for beauty brands.”
Social Hedonist
This is a model who is highly visible …
