Published on January 7th, 2016 | by Manisha Surange0
Participating retailers amazed at huge response for DSF Beauty District
The range of beauty-themed events at the ongoing Dubai Shopping Festival has not just paid profits for all the participating beauty retailers but also have promoted their brand to a large crowd. Many retailers have been sponsoring their products to large number of style connoisseurs gathered at the Beauty District at the Fashion Catwalk in The Dubai Mall.
The Beauty Theme is the first of four themed phases that will highlight the shopping component of DSF 2016, and offer assistance and enhance the other two pillars of DSF – Winnings and Entertainment.
The retailers have not just been sponsoring their deals, they have attracted many for free treatments at the Beauty District. This is a first of its kind pop-up experience in Dubai where visitors can meet and greet social media beauty celebrities as well as study latest beauty and makeover tips. Among the prominent personalities and influencers who have been participating in Beauty District are Bethany Mota, Teala Dunn, and Sondos Al Qattan.
The retailers participating in the Beauty District include Wojooh, Galeries Lafayette, INGLOT, Paris Gallery, Clarins, NStyle Nail, and WOW Ladies Beauty Salon.
People were seen standing in long queues to get their nails done at NStyle Lounge. Maja Lovric, Group Marketing Manager of NStyle Nail Lounge spoke about the offers at their popup. “We are unveiling the ‘New Year, New You’ concept by offering Angel Facial, Drain Lymph Massage and the Brazilian Blowout services at 15% discount each. The public can avail of the themed customised nail art as well as free manicure-pedicure services. We also have our stylist demonstrating hairstyle makeovers in the latter part of the Beauty Week.”
According to her the response was incredible where most of the visitors went for the manicure and pedicure sessions at the popup. The booth also witnessed 70% of footfall.
As an attractive New Year gift, NStyle is set to pamper visitors this January and provide a special DSF promotion of 15% off its most well-known Angel Facial, Slimming Lymph Drain Massage and Brazilian Blow Out . Allowing everyone to relax, refresh and re-boot!
Visitors can also try the special DSF-themed nail art at the Pop up stand and receive with an extra AED 50 gift voucher from Nstyle to try any of its services in stores across Dubai and UAE.
INGLOT is another well-known beauty retailer that is participating in the Beauty District, which ends tomorrow (Friday 8 Jan). Loubna Sanjari, Makeup Trainer said: “We are offering free Sculpt-To-Glow contouring kits that are labelled with the customer’s names. These kits are exclusive to the Beauty Theme in Dubai Mall and visitors can buy the refill at AED 160. The current trend is all about sculpting the face. For example, if you have a triangular face, we would try to make it look oval-shaped to enhance your overall beauty. That’s why we are showing visitors how to perform contouring and sculpting.”
During the Beauty themed period, Paris Gallery had Rodial Makeup from 2-4 January, which was followed by Eisenberg from 5-8 January. Nowar Daod, Rodial Sales Manager, introduced Rodial as a skincare and makeup brand from the UK. “The concept is to give a flawless look to the person, but our products act as a treatment as they contain active ingredients such as hyaluronic acid, Vitamin E and Vitamin C.” The special deal included buying two products from the Rodial assortment to get a free mini-pouch filled with samples of dragon’s blood cleanser, bee venom moisturiser and a cleanser extracted from stem cells.
“Bee venom moisturiser and dragon’s blood have been the most popular products during the Beauty Theme. Bee venom moisturiser is an anti-ageing product which gives instant ‘plumping up’ results to mature skin. We extract the red sap from dragon’s blood tree growing in the Amazon. It is then used to hydrate the skin.” They also study the customer’s skin as part of the campaign so that the right products are chosen. “So far, we have had at least a hundred people pass by each day; it is virtually packed at our popup!”
Beautycon made its first appearance in the Middle East at the very Beauty District in The Dubai Mall. This online platform, that is based in the US, presented beauty influencers and their fans together and is a rage in the Middle East. Rachel Bindschadler, Marketing Manager said: “Our brand products became so popular in the Middle East market that we started receiving messages from visitors as to when we would bring Beautycon to the Middle East. DFRE then contacted us to be a part of the Beauty Theme and here we are.”
A limited edition of Beautycon Beauty Boxes contains products that are not available in this region. Rachel said: “The beauty products in the Beautycon Beauty Boxes were handpicked by popular US based beauty bloggers, some of whom are attending the Beauty Theme. We have already sold 500 boxes in just three days. We weren’t sure what to expect as this is such a new market but the response has been amazing, with a footfall touching 100%.”
Khennouf Sarah, the Regional Makeup Artist, Shiseido, at the Galeries Lafayette pop up experience, talked about the ‘smooch your lips’ competition. The customer chooses which lipstick to try on, the lipstick is applied by the make-up artist, the customer then smooches the paper and the winner receives AED 1,500 shopping vouchers at Shiseido. “During this week, we will help you choose the correct lipstick as well as complete the look by retouching your makeup. The second offer is to try on our new makeup at our popup. If you choose to purchase AED 250 from our booth at Galeries Lafayette, you will receive AED 50 off.” According to her, 50% of the visitors took up the second offer.
Dubai Shopping Festival is organised by the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), and will continue until February 1 under the tagline ‘Unwrap The Exceptional’.
Photo courtesy: www.visitdubai.com