Chalhoub group launches new store concept for Middle Eastern beauty chain Faces

Faces is going back to its roots. Having operated for a time as Wojooh, the Middle Eastern beauty retailer has reintroduced the name it originally adopted when launched 20 years ago. The name change will go hand in hand with the evolution of the beauty chain, the equivalent of Sephora in Arabian Gulf countries, towards a retail service with a strong consumer focus, notably at the two new stores opened in Dubai, inside the Mall of the Emirates, and in Saudi Arabia, inside the Park Mall in the country's capital, Riyadh. The new Faces shops, designed like genuine concept stores, were both opened last June, and the plan is for four more to open by the end of the year, followed by another fifteen in 2020.


Inside one of the new Faces concept store, opened last June - Havas

To bolster the revamp of Faces, the Chalhoub group is relying on digital technology to deliver a series of exclusive services: a platform to create perfumes tailored to an individual consumer’s character, augmented reality tools enabling consumers to try out different looks without actually applying make-up, and the opportunity to test the products in-store.

While broadening the range of services offered to customers, Faces continues to sell major international cosmetics brands like Parfums Christian Dior or L'Oréal, as well as a selection of specialist brands. The new retail concept is called ‘Beauty Nation’, and is expected to become a benchmark for cosmetics distribution in Arabian Gulf countries.

“The role and concept of beauty are changing. As industry leaders in the region, we promote this change,” said Patrick Chalhoub, CEO of the Chalhoub group. “This means evolving our retail approach, and making it more experiential, so that our customers’ visits to our stores become memorable,” he added.

With 85 stores in 9 countries and a strong online presence, Faces is the beauty retail benchmark for Chalhoub, a new type of store that could enable the group to become leader in the whole of the Middle East. For over 60 years, the Chalhoub group has been a focal point for the beauty industry in Gulf countries. It employs over 12,000 people in 600 stores across 14 countries.

Translated by Nicola Mira

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