𝐑𝐢𝐬𝐢𝐧𝐠 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞 𝐨𝐟 𝐖𝐞𝐬𝐭𝐞𝐫𝐧 𝐏𝐨𝐩 𝐂𝐮𝐥𝐭𝐮𝐫𝐞 𝐢𝐧 𝐒𝐚𝐮𝐝𝐢 𝐀𝐫𝐚𝐛𝐢𝐚 𝐈𝐧𝐜𝐫𝐞𝐚𝐬𝐢𝐧𝐠 𝐃𝐞𝐦𝐚𝐧𝐝 𝐟𝐨𝐫 𝐂𝐨𝐥𝐨𝐫 𝐂𝐨𝐬𝐦𝐞𝐭𝐢𝐜𝐬
The rising influence of Western pop culture on the young women of Saudi Arabia is exposing them to a variety of cosmetic products, to enhance their appearance and be a part of the latest fashion trends. Rihanna and Kim Kardashian have become common names in the homes of Saudi Arabia.
In this regard, social media plays a crucial role in fetching the interest of Saudi women in color cosmetics. International celebrities are followed by Saudi women in large numbers on social sites, which piques their interest in different shades of lipsticks, hair colors, eye shadows, and clothes. The makeup preference in Arab countries is more eye-catching with a variety of colors, unlike the traditional natural makeup common in Europe and North America.
Going on outings with artificial eyelashes is a fashion trend among Saudi women, and it is quite common to see them wearing colored contact lenses and adorning their eyes with smoky eye shadow. With their faces covered with veils, their eyes become their most-attractive feature, with countless poems having been written on them.
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Moreover, the return of musical performances and concerts in the country has increased the use of cosmetic color products, as a large number of women go to these events. Fashion shows and movie theatres and other such entertainment attractions also draw a wide audience. It provides women outside exposure and the opportunity to wear color cosmetics to enhance their look, for an appealing personality.
Earlier, there was a ban in the country on driving for women. Since it has been lifted, women can more often go out without depending on costly drivers or male relatives. This has also increased the number of women in the workforce of the kingdom, which would result in the expansion of the Saudi Arabia color cosmetics market to $1,197.2 million by 2030. This is because women traveling outdoors or working outside are more likely to wear makeup products than those staying indoors.
The increasing awareness of facial makeup products among Saudi women has also led to the rising demand for color cosmetics. They can now choose a lipstick shade from multiple available color options, use foundations suitable to their skin color, apply primers and concealers to smoothen their facial skin texture, blusher on their cheeks, and mascara to make them more-prominent; contour their jawline, and curl their eyelashes.
Women staying in urban pockets are more likely to buy their makeup products from hypermarkets or supermarkets. Since supermarkets offer a variety of products in one place at convenient timings, women prefer to visit these places to buy all the products they require in one go, instead of visiting multiple individual stores for different products. Further, due to the rising women workforce, product prices are competitive at supermarkets; hence, they have become a popular point for females.
Therefore, the rising women workforce and emergence of entertainment attractions luring women visitors have increased the demand for cosmetic color products in Saudi Arabia.
