Jeddah’s Women-Only Cosmetics Shops

It should be common sense plus successful business in Saudi Arabia to open cosmetic shops exclusively for women. The idea, however, has only recently been put into practice. Although BodyShop has been in Saudi Arabia for many years, it opened its first women’s shop in Al-Najjar Mall five years ago and a second one later in Al-Hijaz Mall.

“The idea has been around and we now have these two branches in Jeddah,” said Heba Shammaa, the BodyShop store manager in Al-Najjar Mall. “Saudi women like to come to our store and try our products, especially those who are veiled,” said Heba. “Our makeup and skin care products are very popular and we teach our customers how to take care of their skin; we also inform them of our new products.”

A year ago the branch added a salon for hair and makeup which they plan to expand and open in other branches. “Some of our customers don’t like the salon being in a mall which they have to walk through after having their hair and makeup done but, at the same time, it’s convenient for them to stop in after shopping,” said Heba.

The shop also has a summer job and training program, providing opportunities for women to become beauty experts. “I think it’s a great idea; it’s about time someone thought of this. They should have more of these stores,” said Nora. “It’s so awkward to ask a salesman about lipstick or eye-shadow. Men don’t see these things as women do and as a result, I have a lot of unused makeup at home which I don’t like and of course, they are non-returnable items.”

MAC has also picked up the idea of opening a store for women only. While stores like Gazzaz have male staff selling makeup, lingerie and other accessories, women prefer being sold these things by other women.

“Women feel comfortable because they can try the makeup on their faces instead of on their hands or a paper and we give them feedback as professionals,” said Maya Habr, MAC store manager.

There is only one MAC store out of the three in Jeddah that offers women-only service: It opened five months ago at the new Tahlia Mall. “MAC is a known cosmetics brand and women look specifically for it and now that this store has opened, many prefer coming here rather than going to the other two stores — and it’s all been by word-of-mouth,” she said.

Among the services are private two-hour courses and more comprehensive seminars by appointment for daytime and evening makeup application. “We are professionally trained beauty experts and are constantly updated on new products and techniques,” said Maya.

“What differentiates us from the department stores is the way we serve our customers. We know the products, we have tried them and we know how to apply them. No matter how trained a man is as far as knowing the products and selling them, it’s not the same as actually using them and applying them to your face.”

In the summer, the store had many customers who were tourists in Jeddah. These women took advantage of the courses because they don’t have similar stores offering this service in their hometowns.

“It was hard for me as a woman in the beginning to manage a store in a mall surrounded by men but at the same time this store was given more attention by the company managers,” said Maya.

“The department stores have a greater variety of brand names and products but I feel more comfortable buying makeup from a woman,” said Raghad. “I don’t know why the big stores don’t have a section where women can try the products before buying them.

— Arab News Features 25 September 2003