Beauty pioneer Merle Norman opens in the UAE
Introduces its exciting studio retail experience in the region
Offers an exclusive range of skincare and make up products based on the philosophy of ‘Try before you buy’
Merle Norman Cosmetics, the leading American skincare and make up brand, known for its exclusive range of products and personalised beauty consultation services, has opened its first studio in the UAE. The new studio, with its sleek design concept and open sell environment that allows customers to see the entire product line at a glance, sets the stage for an exciting retail experience.
Named after its founder Merle Norman, who manufactured her own cosmetics in 1920s to aid women in caring for their skin and enhancing their appearance, Merle Norman Cosmetics pioneered the modern day cosmetic counter boutiques with its unique studio concept. The brand operates on the key philosophy of ‘Try Before You Buy’, a creative approach that allows customers the opportunity to discover for themselves the unique characteristics of its products with the help of Merle Norman’s trained beauty consultants.
The UAE’s first Merle Norman Cosmetics Studio is located in Sharjah Mega Mall, with another scheduled to open on Jumeirah Beach Road before the end of the year. Merle Norman Cosmetics currently operates approximately 2000 studios and the UAE is its first market outside North America.
Commenting on the brand’s entry into the market, Mamta Thakkar, General Manager, Merle Norman Cosmetics, UAE, said, “Our offerings of superior products, individualised service and sampling prior to purchase philosophy, will cater to the quality conscious customers in this region. The open-sell design of our studio encourages people to shop on their own if they wish, or seek one of our highly-trained beauty consultants who can lead them through an educational skin care and colour lesson, using products formulated for their skin’s unique requirements, even for sensitive and problem skin. ”
When a customer enters the Merle Norman Cosmetics Studio, she is able to momentarily abandon the outside world and escape into an environment featuring the latest retail cosmetic
innovations supported by a tradition of personal service. This contemporary ‘gateway to a world of beauty’ features an appealing layout, colour scheme and product presentation.
The Studio Colour Wall has on display products pertaining to eyes, cheeks, lips and nails. Among the colour related products are foundations, concealers, bases, powders, eye shadows, mascaras, eyeliners, brow care, cheek colour, lip colour, nail colour, accessories and make up application brushes.
Maple-finish drawer units allow the colour products to be merchandised at eye level, and arranged for efficient browsing and sample testing.
Merle Norman’s skin care products consist of a full regimen of technologically advanced products for women and men. Formulated to help defend against such damaging elements as sun and pollution, and to help delay the signs of aging, the varied range of products include cleansers, toners, moisturizers, treatments, eye and lip care, hand and nail care, bath and body, sun products and fragrances.
Luxurious consultation areas allow the customer to sit and relax while seeking advice or sampling suitable products.
