How Resilient is Beauty and Personal Care in the Middle East?

In the Middle East, beauty and personal care brands that are focusing on resilient categories are the brands that are performing well. For example, Unilever Arabia heavily campaigned its Lifebouy soap brand in the past few months using the message of hygiene and hand washing during the pandemic. It also launched a series of hand sanitizers, which are in peak demand at the moment. In the long term, consumers in the Middle East will spend on their themselves after being in lockdown. Categories such as skin care will reach pre-COVID levels in 2021. Brands should keep their portfolio diversified with products focusing on health and hygiene that are available through various channels - especially online platforms.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.