The beauty business is prospering and attaining new highs, thanks to women flocking to beauty centers in their zeal to look perfect and beautiful. Beauty centers are located on every street and around every corner in quiet streets of Dammam and Al-Khobar. A number of them are even located on same streets. Surprised? Well don't be because every center caters to the needs of women in different spheres. It is not surprising to note many women frequenting these places. A large number of cars with yawning drivers can be seen lined up outside these beauty centers. For women, it has become important to put their best foot forward, so to speak, when it comes to being beautiful and presentable. Beauty centers or saloons offer services such as beauty treatments for hands, feet, hair and face - all in the comfort of air-conditioned, fragranced and relaxed atmosphere. Three years ago Saleha Ghamdi used to drop in at a beauty saloon once a fortnight or once in three weeks. Apte, 26, a HR executive at a leading company here, says she does so regularly now because it's important to look good. Hundreds of others like Ghamdi and Apte are visiting beauty saloons pretty frequently. That is the main reason why beauty business is booming. The region's beauty market has seen a growth of around 15 percent in recent years, with tremendous potential for cosmetics, fragrances and other beauty products currently valued at $2 billion. The Saudi Beauty Expo held in March in Riyadh aimed at providing access to the market to develop new contacts. It targeted all groups of the trade including distributors and international buyers, retail managers, saloons, therapists, beauty practitioners, consultants and import/export specialists. Considered to be the richest and most challenging market in Mideast, the beauty saloon industry's estimated turnover is worth more than $2 billion according to a new report of the Saudi Arabian Professional Beauty Market 2007. Structured differently as it is from other cosmetic markets worldwide, personal care services are strictly segregated on gender lines, that is, services for women and men are offered in separate facilities and by same-gender staff. In addition, experts estimate that the services market is showing double-digit rate increase. The rapid growth of hair and beauty services sector means that many saloon and spa businesses are a recent phenomenon. So why is the beauty business booming? The ‘feel good' attitude has become very important in today's high stress urban environment and beauty treatments at saloons, gyms, massage parlors and spas have now become a part of people's lifestyles, explains Mashael Al-Nafea, Manager of Nafea Beauty saloon on Khobar's Prince Fawaz Street. “There is more awareness among the masses to look good. Owing to the increasing demand the saloon segment is experiencing a high growth rate,” he said. The business itself is rapidly changing. A few years ago, beauty saloons used to offer regular services (waxing, threading, bleaching, facials). Now they offer specialized services like visible radiance lightening facials, intense glow facials, skin toning facials, hair reviving, hair revitalizing and scalp conditioning programs, among other things. The definition of beauty has also changed in the past several years, across the globe and Saudi Arabia is no different. Beauty to many is extremely outwardly driven - looking gorgeous and beautiful is key along with being naturally beautiful. This is clearly reflected in a long list of activities undertaken at beauty parlors like styling, eyebrow shaping, make-up, manicure, pedicure, etc. They also have the highest incidence of using beauty/cosmetic products to change skin-tone and facial beauty. This segment comprises of slightly more females and is older in profile. Whitening creams and toners find a huge market in the country and girls as young as 10 are catching up with the latest in beauty trends. On a recent trip to one of the very famous beauty saloons in Khobar, a popular place with the locals and expatriates alike, Saudi Gazette met a woman getting a manicure and pedicure done, while her 12-year-old daughter was getting an intricate hairstyle that certainly didn't suit her age. The rising cost of these personalized services are no hindrance to those looking for that perfect hair dye or well-manicured hands. “The image of the beauty saloon has changed. It is now known for its infrastructure, ambience and service. Consumers today are willing to pay much more for a better experience,” says another beauty saloon manager. No doubt, thousands of beauty saloons will hold testimony to that. __
