TOKYO: Fahed Ghanim, CEO of UAE-based Majid Al Futtaim Lifestyle, says Japanese brand Shiseido is “at the pinnacle of the beauty industry” with a strong global presence.

“Shiseido’s products are known for their advanced technology and innovative formulas making them effective and less invasive than other methods for preserving a youthful appearance,” Ghanim said in an interview with Arab News Japan. “The brand has performed well by offering holistic beauty solutions that provide better long-term benefits for the skin.”

Majid Al Futtaim is a retail partner for world-class brands, spanning fashion, home and beauty, with more than 70 stores and 22 online platforms across the GCC region. While it is based in an Arab country, its outlook is global.

“Majid Al Futtaim as a Group has over 45,000 employees covering multiple product sectors and brands,” Ghanim says. “Our Lifestyle retail business aims to offer our Middle East customers a seamless omnichannel experience with global-level brands and products.”

Majid Al Futtaim Lifestyle holds exclusive licensing rights for lululemon, LEGO, Abercrombie & Fitch, Hollister, All Saints, Psycho Bunny, Eleventy, Shiseido and many other brands.

Speaking in Japan, Ghanim was full of praise for Shiseido: “Majid Al Futtaim was proud to bring Shiseido, the 150-year-old revolutionary beauty leader, to the UAE just a year ago with the opening of the only store outside the Asia region in the Mall of the Emirates.”

The partnership marked a significant milestone for Shiseido’s expansion plans as well as Majid Al Futtaim’s foray into the world of beauty and skin care. Following an incredibly successful year, which saw a monthly average growth of 66percent, Majid Al Futtaim has just opened a second Shiseido store in the UAE in The Dubai Mall. Shiseido’s success is due to its high quality, Ghanim says.

“Shiseido is renowned for its high-quality beauty products and continuous innovation, meeting the premium standards appreciated by GCC customers,” Ghanim explains. “Shiseido’s strong reputation, coupled with targeted marketing efforts and inclusive product ranges, builds customer trust and loyalty in the GCC region.”

The UAE stores feature expert facial treatments and personalized skincare consultations that the brand is famous for. The brand’s innovative Skin Visualizer, which is a tool used online and instore, scans customers’ skin to determine its current condition and prompts personalized product recommendations. Nearly half of the transactions are made using the skin visualizer tool.

In 2024, the beauty and personal care market in the GCC is projected to generate a revenue of $9.16 billion with an annual growth rate of 3.42 percent. The demand for skincare products has increased, particularly in the premium segment.

Ghanim says Japanese brands are among the best products available: “Japanese brands are renowned for their meticulous attention to detail, high-quality materials and superior craftsmanship, appealing to GCC customers who prioritize luxury and excellence.”

“Japanese brands often feature innovative and cutting-edge designs coupled with advanced technology, which aligns with the discerning tastes of premium GCC customers. Japanese brands also offer a unique blend of cultural authenticity and exclusivity, attracting GCC customers who value authenticity, tradition, and the allure of rare or exclusive products in their shopping experiences.”

Ghanim says one of the main challenges in the retail sector is staying ahead of changes and delivering personalized, seamless experiences. “Customers now expect retailers to understand their preferences, anticipate their needs and provide tailored recommendations and offers,” he says. To help with this, the company uses data and algorithms to determine customer needs and the appeal of certain products. 

“Our advanced analytics team continuously analyzes consumer preferences, purchasing behaviors, and trends,” Ghanim says. “This data-driven approach allows us to refine and customize our brand offerings, ensuring they remain relevant and resonate with our customers’ desires. Similarly, our advanced analytics team identifies which product lines excel in each store, enabling us to conduct inter-store transfers strategically.”