Chalhoub Group’s Faces launches SKIN CARE NATION pop-up at Mall of the Emirates

January 16, 2023 | By RetailME Bureau

Chalhoub Group’s home-grown beauty brand FACES has unveiled the launch of SKIN CARE NATION, a bold creative skincare concept. This new initiative, powered by FACES and supported by top-notch global brands in skincare, brings a revolutionary concept to the Middle East for the first time. Uniting technology, science and expertise, SKIN CARE NATION serves customers’ needs with a unique skincare journey.

FACES is proud to host the regional debut of SKIN CARE NATION with a pop-up store in partnership with Dubai Shopping Festival. Located in Mall of the Emirates, customers are invited on a unique journey of skincare discovery and exploration from January 19-30, 2023. After launch as a pop-up store in Dubai the holistic beauty experience will then be introduced to customers across the GCC as part of a dedicated roadshow for the brand.

A team of specialised skincare experts have spent months curating an edit of the most efficient products with the most potent ingredients. These products have been classified into routines, enabling every customer to pick the best products to suit their skin type and concerns. At the pop-up store, customers can make their skin goals their skin reality with the support of trained consultants, skincare experts, and dermatologists, as they explore a space where they can discover, learn, experience, meet and create.

Education is at the heart of the SKIN CARE NATION, with a focus on connecting in a playful way with consumers, giving them a space where they can discover new skincare products, explore different routines, learn more about the importance of skincare and meet renowned experts.

At SKIN CARE NATION consumers are invited on a rewarding journey to find out everything they ever wanted to know about skincare. Through SKIN CARE NATION, they will discover the steps in a good skincare routine, products, ingredients and targeted information for their skin type and concerns. At the end of this journey, they will be able to design their customised skincare routine accordingly.

“The skincare market is a key focus for Chalhoub Group in 2023 as we expand our clean beauty portfolio and continue to bring sustainable and science-backed products to consumers in the region. SKIN CARE NATION’s approach fully aligns with the key macrotrends shaping the future of the beauty industry with its focus on holistic and accredited skincare where performance ingredients take centre stage. Launching with a pop-up for Dubai Shopping Festival gives us a great opportunity to engage and educate consumers on a new approach to skincare,” said David Vercruysse, President of Managed Companies at Chalhoub Group.

At the SKIN CARE NATION pop-up in Mall of the Emirates, the consumer’s journey will be covered across three main stages at the central podium. It starts with the introduction to the concept at the welcoming station, followed by assessing and the identifying main skin concerns at the skin diagnosis area to help guide customers to their targeted ‘nation’ routine.

There are five key nations to learn and identify skincare solutions: the Morning Skin Care Nation, the Night Skin Care Nation, the Skin Solutions Nation, the Eye Care Nation and the Glow Nation. Everyone will enjoy building their skin regimen and adding products to their basket with the help of SKIN CARE NATION experts.

The journey doesn’t end there, as the last phase of the journey is animated with attractive pre-kitted offers and a stage area which will host a rich daily programme. Customers can return to the podium to enjoy skincare talks with different topics and guest brands, joining renowned ‘skintokers’, and ‘skinfluencers’ for different activities.

SKIN CARE NATION will present a variety of the best skincare brands in the pop-up. The wholesome assortment includes the most glamorous prestige brands, ultimate premium brands and trending skincare brands, giving customers something for all skincare needs and budgets. Skincare brands participating include: Augustinus Bader, Clarins, Clinique, Erborian, Estée Lauder, Givenchy, Lancôme, La Mer, L’Occitane, Origins, ROC, Shiseido, Sisley.



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