In the Middle East, beauty and personal care brands that are focusing on resilient categories are the brands that are performing well. For example, Unilever Arabia heavily campaigned its Lifebuoy soap brand in the past few months using the message of hygiene and handwashing during the pandemic. It also launched a series of hand sanitizers, which are in peak demand at the moment. In the long term, consumers in the Middle East will spend on themselves after being in lockdown.
Categories such as skincare will reach pre-COVID levels in 2021. Brands should keep their portfolio diversified with products focusing on health and hygiene that are available through various channels – especially online platforms.