United Arab Emirates: environmental protection claims to drive beauty sales

By Lucy Whitehouse

- Last updated on GMT

United Arab Emirates: environmental protection claims to drive beauty sales
Environmental protection claims present a key opportunity for sun care brands as well as for beauty players in United Arab Emirates (UAE), says leading data and analytics company GlobalData.

With the lines blurring between skincare and make-up it is more important for brands than ever to find unique points of differentiation which can effectively resonate with ever demanding consumers​,” explains the market research firm.

It notes that this was reflected in its Q3 2018 consumer survey​ in the country, which reveals that the hot UAE climate creates unique opportunities for the two of the most dynamic spaces (skincare and make-up) across the beauty/grooming sector to integrate sun care features into their products.

According to the survey, more than one-third of the UAE women apply suncare products ‘before going to work’, compared to just 14% in the US, suggesting that awareness of the impact of sun damage is high in the market.

“As a result, daily use products such as moisturizers, which integrate sun protection benefits, are more likely to be well received by consumers,”​ says the firm.

Analyst insight: incorporate more claims moving forward

Jamie Mills, Consumer Analyst at GlobalData, explains the trends behind the data.

“Applications are not limited to daily use products but could be extended to products typically used prior to social occasions given that 21% of UAE women claim to use suncare products prior to going out to socializing​,” she says.

Multifunctional make-up products such as foundations, primers and even eyeshadows, which feature sun protection benefits, could appeal to this consumer category as they seek complete protection from the sun.​”

Her predictions for the future point to products beginning to incorporate more ‘protection’ claims for the skin.

“Looking ahead, wider environmental protection claims are likely to gain traction given high receptivity to sun protection products,” ​she says.

“This creates opportunities for brands to incorporate more sophisticated claims such as pollution and infra-red protection into their product offering to tap into the environment-conscious nature of consumers in this market.”

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