Fawaz Al-Hokair launches first Scentence cosmetics brand in Saudi Arabia
This move is a continuation of Al-Hokair's strategy aimed at attracting all high-end brands to Saudi Arabia RIYADH — Fawaz Al-Hokair Co. opened the first store of the Korean cosmetics brand “Scentence” specialized in beauty products and perfumes on Sunday in Al-Nakheel Mall. This move is a continuation of Al-Hokair's strategy aimed at attracting all high-end brands to the Kingdom of Saudi Arabia and make them accessible to all by displaying them in some malls. In this regard, Mohammed Abbaoui, the Chief Financial Officer at Fawaz Al-Hokair Co., said “we are pleased to open a retail store specialized in selling Scentence products, which is an important step in the company's strategy aimed at providing the finest brands in the Kingdom”. He added “the volume of the cosmetics market in Saudi Arabia is expected to grow to 22.5 billion riyals during 2018, compared to 19.8 billion riyals in 2017.” Salah Al-Din Sheikh Al-Sagha, General Director of the Cosmetic Department at Fawaz Al-Hokair Co., said Scentence is one of the most important brands in the skin care and natural perfumes sector due to its philosophy, which is based on using natural materials in the manufacturing of its products, noting that this brand is addressed to large segments of society, ranging from children to the elderly who yearn to eliminate the signs of skin aging . He expected that Scentence would occupy a prominent position among the biggest beauty brands because women of today are scrutinizing the content of the product before starting to use it. Fawaz Al-Hokair Co. had previously signed a franchise agreement with E-Mart to launch Scentence stores in Saudi Arabia. E-Mart is planning to expand and open six more stores in Saudi Arabia during the next year.