Why it matters
As consumers seek to cut down on the number of cosmetic products they buy more makeup products are taking on a skin-care role too. 86% of makeup users have used a makeup product that contains a skin care benefit in the past year. How far will multifunctional cosmetics erode the traditional skin care industry and how will the market respond?
The modern Arab male has long aspired to a groomed appearance, but to date overt displays of personal care have been frowned upon. Dubai now appears to be embracing the metrosexual concept with the launch of a number of male grooming lounges in the city.
L'Oréal has moved into the world of gaming and created an XBOX console app called “The Next Level”. In the game, you can get personal styling tips, inspiration and educational academy programs. The more you play and interact, the more “Style Cred” you can earn - which is then turned into redeemable offers off L'Oréal products.