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Chalhoub Group unveils its new beauty concept, Faces, in Dubai and Riyadh

The Chalhoub Group’s Wojooh beauty retail chain has changed its name to Faces. The beauty retail thus takes back its original name, when it was launched 20 years ago. With 85 stores across 9 countries and an online presence, the chain is a leading beauty retailer in the Gulf Cooperation Council.

A Magic Mirror gives customers the possibility to test new products without worrying about the process of application

A Magic Mirror gives customers the possibility to test new products without worrying about the process of application

The first two rebranded shops were inaugurated in June in Dubai (Mall of the Emirates) and in Riyadh, Saudi Arabia (Riyadh Park). The aim of the new concept is to offer customers an entirely new customer centric concept with a multitude of new brands through a sensational journey in a place offering a variety of digitized discovery zones.

Beyond its selection of local and international brands of perfume, make-up and skincare products, Faces offers a series of innovative experiences:

  • A Test Bar, powered by RFID technology, designed not to replace human interactions, but to allow customers to discover dedicated products, their ingredients and benefits, as they would online but with an added sensory experience to ignite your sense of smell and touch. Using augmented reality, a Magic Mirror gives customers the possibility to test new products without worrying about the process of application, thus allowing to try on up to 10 looks in less than 2 minutes.
  • Devoted service areas to ensure that a very personal customer approach is experienced at every step: from make-up to skincare consultations, as well as personalized product engraving, and a pampering space for nail and hair care.
  • At the heart of both stores, a new fragrance rotunda featuring a dedicated profiler in partnership with ‘Fragrances of the World’. It is intended to match customers to their desired perfume using unique algorithms and product tagging, based on customer’s emotions and behaviour.
  • The possibility to continue in-store experience online with an interactive Gift Wizard, helping customers to find the perfect gift for any occasion. The experience is finished off with the colour customization of the gift box and wrapping paper.

The first two rebranded shops were inaugurated in June in Dubai (Mall of the Emirates) and in Riyadh, Saudi Arabia (Riyadh Park)

The first two rebranded shops were inaugurated in June in Dubai (Mall of the Emirates) and in Riyadh, Saudi Arabia (Riyadh Park)

The role and vision of beauty is changing and we want to make sure that as a leading beauty destination in the region, we foster that change and we adapt to the new consumer of the GCC who is looking for unique, authentic, bespoke experiences with personalized approach. This means also evolving the offering, and making it a more experiential for a memorable journey across all our stores,” said Patrick Chalhoub, CEO of the Chalhoub Group.

Portfolio

  • The fragrance rotunda at the heart of the shop
  • Patrick Chalhoub, CEO of the Chalhoub Group
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