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Personal Care Companies Rethink Strategies For Middle East, Other Muslim Markets

May 19, 2014: 12:00 AM EST
Western personal care manufacturers are revising their products, packaging, and marketing strategies to target consumers in the Middle East and other Muslim markets. For example, Henkel AG is marketing its Gliss Restore & Refresh shampoo as a product designed to deal with hair care issues caused by long-term use of a head scarf, such as split ends, itchy scalp, and unpleasant odor; rival Unilever PLC is also pushing its Sunsilk shampoo to deal with the same issues. Procter & Gamble Co.’s Olay brand is marketing its skin-lightening creams to Persian Gulf customers, while Beiersdorf AG’s Nivea brand is using love stories by female Middle Eastern writers to market its Sensual Musk body lotion. Cosmetics products account for about 9 percent of the global Halal market currently valued at $2.1 trillion, according to a 2013 report by Malaysia-based Halal Industry Development Corp.
Peter Evans and Caitlan Reeg, "Personal-Care Firms Uncover New Markets", Wall Street Journal, May 19, 2014, © Dow Jones & Company, Inc.
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