JEDDAH – The beauty and personal care market in Saudi Arabia is progressing steadily, due to a number of factors, including strong development in the Kingdom's retail landscape. Industry studies said the opening of many shopping malls, shopping became an increasingly popular leisure pursuit for consumers. Sales also benefited from a rise in tourist numbers, with many tourists buying gifts in Saudi Arabia for their friends or families at home. Increased access to the Internet and satellite TV also supported sales growth, with consumers becoming more interested in celebrity styles and luxury lifestyles. This in turn helps fuel the grooming trend, with the younger population, in particular, becoming more focused on their appearance. A well-groomed appearance is increasingly seen as a sign of success and affluence in Saudi Arabia, one study added. Between 2005 and 2010, skin care values in the Middle East and Africa rose from an estimated $1.4 billion to $2.4 billion, equating to a CAGR of 12 percent. During the same period global growth only reached a CAGR of 7 percent. Skin Care in the GCC is estimated to have more than doubled between 2005 and 2010 when it was worth an approximate $650.9 million. This positive growth trend is expected to continue with Body Care representing the largest market segment except in the UAE where Facial Care takes priority. Anti-ageing is experiencing one of the biggest growth sectors within Skin Care having enjoyed a 74 percent growth spurt between 2005 and 2010 across the GCC. This is no surprise as there is an increasingly beauty conscious over- 50's population on one end of the spectrum and young people seeking to stave off the visible signs of ageing on the other. The report noted that beauty specialist retailers are the leading channels in beauty and personal care. This channel benefits from offering a more luxurious shopping experience, alongside a wide product range and well-trained sales staff. Against this backdrop, Hitachi Home Electronics, Japan, through its agent in Saudi Arabia Ahmed Abdulwahed Co., recently launched the company's latest skin care devices for face cleansing in Saudi Arabia. The new devices apply the scientifically proven ion cleansing method using the properties of electricity to remove the dirt that is hard to remove by normal face washing is drawn out from pores. Ion cleansing also removes the dead skin cells, sebum, makeup components, and the likes, making the skin not only clean, but healthy and young. Mohammed Ali Malahi, Sales & Marketing Manager of Hitachi for Skin Care Products, said the new devices that come in three models “cleanse and whiten the skin down to the pores, remove old keratin that darkens the skin, keep the skin wrinkle-free, and at the same time prevent acne in the facial and neck areas.“ It is suitable for sensitive skin, he added. The new models CM-N8100, CM-5610BF and NC-5510 are a major upgrade in the world of skin care device for women. These models cleanse the pores, then moisturizes, hence reducing wrinkles by tightening the pores. The easy-to-use devices have titanium heads to prevent allergy and can be used for daily routine skin care. Moreover, these devices, which can be operated in 4 modes – Cleansing, Micro-pat, Moisturize & Cool Aesthetic – are gentle on the skin and clean the depth of pores within three minutes. Malahi also pointed out that these new Hitachi home beauty products save time, effort and money for women in four simple steps. They are also handy and can be used when traveling, he added. — SG
