Current Status in the Industry in Lebanon Compared to the Middle East Nowadays the male grooming schedule has changed considerably. It not anymore consists of three S's: Waxing, Showering and Shampooing; men are becoming keen on improving all their looks. Fashion for men have been becoming more and more crucial in the last 10 years, especially in the Middle section East. Today, in order to custom the mans appearance to perfection, makeup companies have formulated a series just for men. In the past few years, many major makeup companies possess entered the center East and partnered with key regional distributors and retailers to expand all their market and increase their sales. The demand to get men's goods has grown greatly with a growth rate comparable to 12%. In accordance to Paul Cochrane, " some aspects of the Middle East are not enjoying the best of times at the moment, yet others is much from that great worst", though Lebanon seems to be enjoying large sales in its male tidying sector which might be estimated being $180 million a year, these types of returns seem low compared to other middle eastern countries like the UAE that liked total retail sales believed to be over $414 mil last year whilst Saudi Arabia remains the main industry for cosmetics and beauty products in the region.
Purpose and Range of the Research
In order to improve this sector, we have began our record by reviewing and evaluating Lebanon's economical and market situation in order to fully understand the forex market then we all moved to the marketing strategy currently being used in the industry to focus on this market by simply weighing the positive and negative features. The main goal of this examine is to decide the strategy's weak points and present alternate solutions. Many questions were clarified in this research, including: §What's the current status of the industry in Lebanon compared to various other Middle Eastern countries? §What are the elements disturbing this?
§What are definitely the products getting offered in the industry? §What sort of strategy are the marketers applying to promote their products? §Which grooming goods are succeeding and that happen to be not and why? §How can the companies increase mens interest in goods and providers? §How do we improve the current strategy?
To be able to fully understand the Lebanese market of this sector, we have evaluated a number of sales agents from BHV, Spinney's and ABC in addition to the manager of Hamza, a salon positioned in Beirut at the moment offering guys grooming services. Furthermore, a survey was distributed to 30 people in order to get an insight on how Lebanese people are responding to the idea of men using makeup and taking care of their appearance. Moreover, we now have collected info from several sources, which include webpages and magazines to be able to obtain a total analysis with the current scenario.
Lebanon's Economic Position
One of the major reasons behind the remarkably slow progress rate inside the male splendor care products and services sector in Lebanon is their economic position. Lebanon continues to be going through many political instabilities as well as economical insecurities and the majority of the human population is over a limited profits leading that to only order essentials rather than luxuries. Lebanon has been undergoing an pumpiing rate of two. 4% (economy. gov. lb) annually leading to considerable increase in prices of both necessary and luxury products with a steady minimal wage of 200$/month. These circumstances are causing the decrease of the purchasing power of the average Lebanese consumer. Lebanon's male tidying sector was also afflicted with the month-long war recently and the group of assassinations that led to even more economical damage. Male combing products are well spread in Lebanon; they can be found between shopping centers and malls (BHV, Spinney's, ABC ) to drug stores. After interviewing a number of salesmen in different spots, results...