STRATEGIES FOR BEAUTY BRAND PENETRATION IN THE UAE: LEVERAGING MEDIA AND BEAUTY ESTABLISHMENTS
DOI:
https://doi.org/10.63034/esr-462Keywords:
UAE Beauty Industry, Market Entry Strategy, Media Communication, Offline Brand Implantation, Multicultural ConsumptionAbstract
This study addresses a strong entry method into the United Arab Emirates' beauty industry, advocating for an integrated approach comprising media communication and offline physical store brand implantation. Based on the case studies and interviews, the study analyses the multicultural character and consumption patterns of the UAE beauty market, as well as how to speak to reach out even more with the brand by placing the brand appropriately in Beauty Establishments, supported by media channels and ethnic Key Opinion Leaders. Through the strategy, new players can develop a superiority over time. This article provides an earthy handbook for beauty firms that are eager to enter the UAE market with particular emphasis on how multi-dimensional synergistic strategy plays a huge role in shaping the brand and attaining business success.
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