European cosmetic brand Vipera Cosmetics to expand market share in United Arab Emirates; 2011 research says regional market forecast for color cosmetics across Gulf Cooperation Council expected to exceed US$500M this year
October 17, 2011
– VIPERA COSMETICS, the award-winning European cosmetic brand, is to expand its market share in the United Arab Emirates (UAE) on the back of regional sector growth. This is backed by 2011 research stating that the regional market forecast for color cosmetics across the Gulf Cooperation Council (GCC) is expected to exceed US$500 million (AED1.84 billion) by this year[i]. With regard to the UAE in particular, the market for color cosmetics alone is forecast to reach AED519.5 million annually by 2014[ii].
Confident in its vision for VIPERA COSMETICS and the aggressive growth strategy, Amit Gandhi,
Director of VIP Ventures, explained: "Research clearly shows a high demand for beauty products in these regions. This, coupled with a strong mall culture and high disposable income levels, has ranked beauty spend per capita among women in the Middle East as the highest in the world. In this scenario, VIPERA COSMETICS is a brand that not only offers its customers a superior range of cosmetics, but one which also provides high-quality European manufactured products at very competitive prices."
As part of its business strategy for the UAE, VIPERA set up their high-end kiosks across premium locations in the UAE. The kiosk format provides a strategic marketing platform, capitalizing on high traffic areas, allowing greater visibility and easy access to customers to test products. "We plan to continue utilizing a kiosk concept where appropriate in the region. This allows for promoters to keep overheads low and offer our European manufactured cosmetics at an extremely attractive price. In addition, VIPERA COSMETICS also offers a 'shop-in shop' concept as well as distribution through multi-branded stores and hypermarkets," added Gandhi.
VIPERA COSMETICS has been established for over two decades and has more than 4,000 points of sale across 14 European countries. The company has already secured a number of prime locations for its high-end kiosk sales platform across the UAE, including the Dubai Mall and Mall of the Emirates, amongst others. VIPERA's superior color products, unique sales platforms, and in-depth knowledge of the sector are set to harness the region's significant purchasing power.
About VIPERA COSMETICS
VIPERA COSMETICS entered into a partnership with VIP Ventures FZC in 2010 to promote the brand across new international markets. The brand is available across the UAE which include Dubai, Abu Dhabi, Sharjah, Al Ain and Ajman. VIPERA COSMETICS has an incredible array of colors ranging from over 300 colors of nail polish to over 310 shades of eye shadow. For more information, visit www.vipera-me.com.