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Fashion Friday: The Path to Purchase Beauty and Personal Care Products the Middle East and Africa

By: Rubab Abdoolla

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    By: Amna Abbas

      Premium beauty and personal care is driven by the middle and upper-income groups in the Middle East and Africa, but also by aspirational consumers who are looking to align themselves to premium brands and therefore status. This is especially true in the countries such as the United Arab Emirates, where upwards of 90 percent of the population are expats who have moved for career advancements.
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