Current Status of the Industry in Lebanon Compared to the Middle East

Introduction

Current Status of the Industry in Lebanon Compared to the Middle East

Nowadays the male grooming routine has changed dramatically. It no longer consists of the three S's: Shaving, Showering and Shampooing; males are becoming more interested in improving their looks. Fashion for men has been becoming more and more important in the last decade, especially in the Middle East. Today, in order to tailor the man's appearance to perfection, cosmetics companies have created a line just for men.

In the past few years, a number of major cosmetics companies have entered the Middle East and partnered with key regional distributors and retailers to expand their market and increase their sales. The demand for men's products has grown tremendously with a growth rate equal to 12%. According to Paul Cochrane, "some areas of the Middle East are not enjoying the best of times at the moment, but others are far from experiencing the worst", although Lebanon seems to be enjoying high sales in its male grooming sector that are estimated to be $180 million a year, these returns seem low compared