UAE Beauty Brands enhancing their packaging to be ECO friendly
UAE consumers are spoilt for choice when it comes to luxury cosmetics and fragrances, and to stand out in the market, companies are enhancing their packaging with a variety of materials, some of which are designed for sustainability.
Hammamii, for example, a UAE-made luxury spa brand, containing camel milk and dried lemon in its lines, uses eco-friendly and recyclable packaging for its bags, bottles and jars.
Similarly, the UAE-based Camel Soap Factory uses environmentally friendly packaging for its products, which are handmade from camel milk, olive oil and beeswax.
“Many luxury beauty brands are moving towards eco-friendly, recycled packaging to be greener and to show consumers that they care about the environment. Some are even using vegetable-based ink in their packaging,” Ahmed Meky, founder of Dubai-based packaging company Easy Media, says.
But that does not mean that Dubai glam is ebbing – it is still very evident in packaging. For instance, the appreciation of high end fragrances in the UAE attracted French perfume brand Alexandre.J to the market in 2016, where it introduced The Collector range.
Dubai-based beauty blog Sahar Reviews described the packaging as “imperial; encased in bottles that are hand-painted in opulent colours and patterns, packed in customised wooden boxes and decorated with gold enamel medallions”.
Another example of extravagant packaging can be seen in The Spirit of Dubai, an ultra-luxurious fragrance brand by Nabeel Perfumes from the United Arab Emirates.
The company cleverly incorporates its logo into its sleek black monogrammed carrier bags with contrasting gold detailing displaying luxury at first sight.
The brand’s latest release, Discovery Set, comprises samples of its seven First-Generation fragrances, each wrapped with satin scrolls and housed in a monogrammed golden box encased in black velvet.
With this attention to detail, The Spirit of Dubai won at the Luxury Packaging Awards in 2015 for two categories: Luxury Perfume Pack and Luxury Shopping Bag.
According to Shakti Jakhar, Packaging Research Analyst at market researcher Technavio, the UAE is one of four countries in the Middle East and Africa where demand for luxury packaging is driving the regional market.
Trends influencing this growth include a surge in demand for luxury products from the youth market, and increased accessibility to locally manufactured and competitively priced raw materials, says Jakhar.
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