COSMETICS MAJORS MUST MARKET TO DISTINCT ISRAEL AND ARAB MARKETS IN MIDDLE EAST
February 1st, 2009
BY PAUL COCHRANE
THE COSMETICS and personal care sector in the Middle East is one of the fastest growing in the industry worldwide, registering 12% annual growth in the three years to 2008, and valued at US$2.1 billion, according to trade experts Epoc Messe Frankfurt (EMF). But with the Middle East divided into two Arab markets, the Gulf countries and the Levant, marketing campaigns have to cater to differences in demographics, purchasing power and cultural sensitivities.
Then there is the Israeli market, which has to be handled completely independently of ...
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