SKIN CARE NATION has brought together a team of specialised skincare experts to curate an edit of the most efficient products with the most potent ingredients. Education is at the heart of the SKIN CARE NATION concept and the Mall of the Emirates pop-up store will focus on connecting in a playful way with consumers, giving them a space where they can discover new products and learn more about the importance of skincare. At the pop-up store, customers can meet with trained consultants, skincare experts, and dermatologists, and discover which products suit their skin type and concerns – with products classified into specific and simple skincare routines.
As a major player in the beauty category, Chalhoub Group is committed to offering lines and products as well as localising content to suit the needs of its regional audience. The Group, through FACES and SKIN CARE NATION, is invested in understanding more about the skincare concerns and skincare products desired by regional audiences. To help gain valuable consumer insights, the brands are creating online and offline communities that encourage communication and education and empower customers to share reviews and feedback to increase their knowledge of the skincare category.
David Vercruysse, President of Fashion, Beauty and Homeware at Chalhoub Group, said, “The skincare market is a key focus for Chalhoub Group in 2023 as we expand our portfolio and continue to bring science-backed products to consumers in the region. SKIN CARE NATION’s approach fully aligns with the key macrotrends shaping the future of the beauty industry with its focus on holistic and accredited skincare where performance ingredients take centre stage. Launching with a pop-up for Dubai Shopping Festival at Mall of the Emirates before taking the concept regionwide gives us a great opportunity to engage and educate consumers on a new approach to skincare.”
Chalhoub Group is a recognised regional pioneer in the skincare category, bringing leading brands to the region. In the last year, the Group partnered with clean beauty marketplace The Detox Market to bring the platform to the Middle East in partnership with FACES and hosted the region’s first Clean Beauty Event at Expo 2020. The Group is committed to building a holistic wellness ecosystem for its customers centered around mental, physical and emotional wellbeing and skincare by making it fun, accessible and engaging.
FACES will host the regional debut of SKIN CARE NATION at a pop-up store located in Mall of the Emirates in partnership with Dubai Shopping Festival from 19 to 30 January 2023. After the launch of the pop-up store in Dubai, the holistic beauty experience will then be introduced to customers across the GCC as part of a dedicated roadshow for the concept.
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