Retail Abu Dhabi, the dedicated retail platform of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has announced that this month’s inaugural Abu Dhabi Beauty Week will feature an exciting line-up of new consumer experiences including exclusive pop-ups by international and new-to-the-region brands, as well as an interactive masterclass programme hosted by global and regional beauty experts.
Taking place from February 4th to 14th, Abu Dhabi Beauty Week will bring the world’s leading brands and industry personalities to consumers across the emirate. In addition to major activations in Yas Mall and The Galleria Al Maryah Island, exclusive beauty promotions will be on offer at Al Wahda Mall, Marina Mall, Abu Dhabi Mall and other participating malls in Abu Dhabi city and Al Ain.
“The inaugural Abu Dhabi Beauty Week will be the go-to event of the year for beauty consumers, with incredible experiences and new-to-market products being featured alongside established brands and talents from around the world. This exciting new initiative is a statement of intent that underlines Abu Dhabi’s efforts to become a leading global destination for all things beauty,” said HE Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing at DCT Abu Dhabi.
Among the new-to-region brands participating in Abu Dhabi Beauty Week will be revolutionary skincare brand MDO, founded by globally renowned celebrity dermatologist Simon Ourian MD; innovative clean beauty skincare brands Haru Haru Wonder and ILIA Beauty from South Korea; natural, ethical and eco-luxe skin solutions under Secret Skin including Ranavat, Amly, Pure Earth and Mauli; award-winning makeup brand Kevyn Aucoin Beauty by celebrity artist Kevyn Aucoin; popular American cosmetics brand Stila; all-inclusive make-up brand Beauty Bakerie; and vegan and cruelty-free Parisian fragrance brand Solinotes.
Abu Dhabi Beauty Week will also debut The ADBW Retreat – a three-day beauty and wellness retreat hosted at Jumeirah Saadiyat Island Resort from February 11th – 13th. The ADBW Retreat will incorporate expert-led itineraries with mindful menus, mat-based activities including yoga, meditation and restorative practices, high-intensity cardio and physical conditioning sessions, and the wellness world’s finest brands.
The ADBW Retreat will be led by global beauty and wellness personalities including Nike brand ambassador Manal Rostom, calisthenics and personal growth coach Marina Violinha, Australian yoga instructor and personal trainer Stephanie Millman, and boxercise instructor Sara Al Sayegh.
Abu Dhabi Beauty Week will also introduce the first-ever ‘Benefit Influencer House’ in partnership with leading beauty brand Benefit Cosmetics, where a group of influencers will experience a 24-hour Abu Dhabi itinerary built around the marque in-mall activations and experiences at Yas Mall and The Galleria – Al Maryah Island.
Abu Dhabi Beauty Week’s diverse series of masterclasses in the Beauty Studio at Yas Mall will include analysis of skin types and customisable routines by Lancôme’s skincare and makeup experts; how to create Laura Mercier’s iconic ‘Flawless Face’; Benefit’s signature brow mapping technique taught by Benefit Cosmetics’ Regional Brow Artist; winter skincare guide from Kiehl’s, and much more.
Other brands participating in masterclasses include Valentino, YSL, Giorgio Armani, Gucci, Charlotte Tilbury, Guerlain, Shiseido, Redken, Bvlgari, Emirati singer Balqees’ Bex Beauty which is launching an exclusive only-in-Abu Dhabi mascara, CTZN, and Fenty Beauty.
Abu Dhabi Beauty Week will also feature a new reward programme in partnership with Etihad and Visa, where every eligible spend over AED200 using an Etihad Guest Visa card in participating stores will automatically enrol shoppers in draws to win Etihad Guest Miles.
To ensure consumer confidence in the current climate, Abu Dhabi Beauty Week will align with DCT Abu Dhabi’s Go Safe Certification – a set of global safety and cleanliness standards being applied to all malls, hotels, attractions, restaurants, theme parks and public venues.
Comprehensive health and safety measures across the emirate’s retail ecosystem include regular COVID-19 testing for staff, thermal scanning at entry points for shoppers, social distance shopping throughout malls, stores, cafes and restaurants, and regular cleaning and disinfection of all participating outlets.
The first two days of the 25th edition of Beautyworld Middle EastOctober 6, 2021 | By RetailME Bureau
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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