O Boticário opens flagship store in Dubai Mall

The Brazilian cosmetic brand creates a unique and premium Amphora concept store for Dubai consumers

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Brazil's O Boticario opens its second Dubai store in The Dubai Mall. - Supplied photo

Staff Report

Known for its iconic products, O Boticário continues to redefine the beauty experience in the UAE by opening the second store in Dubai which is the regional flagship concept store at the Dubai Mall, the largest shopping mall in the world.

The O Boticário outlet in the Dubai Mall, places an unprecedented emphasis on quality and retail innovation by offering customers an experience complete with interactive shopping content, visual aesthetics combined with the latest retail technologies; and products that narrate stories. For example, the LED screens inside the store will enable customers to get to know the stories behind the products when they lift the product from its display.

Andreea Danila

In addition, the premium Amphora concept store at the Dubai Mall has introduced unique retail features such as the Men Grooming Area featuring the Malbec Club products, the Quinoa Lab which presents the natural ingredients based body care line Nativa Spa and also a smartly conceptualised Instragramable area which aims at visually presenting the brand’s special stories for the purposes of social media broadcast. The Amphora epitomises the brand identity of O Boticário and Brazilian perfumery, representing the soul of the brand, and gains a well-deserved prominence in its visual depiction.

“Opening the second O Boticário store in a demanding market, such as the United Arab Emirates, is a result of the strength and consistency of the brand in Brazil – conquered by the quality of our products, by the unique combination of ingredients of our perfumery, consumer focus and trust with partners and customers,” explains the O Boticário franchise vice president, André Farber.

With a strong emphasis on modernism combined with traditional alchemy, the Dubai Mall store reveals the soul of O Boticário, characterised by building unique meaningful connections with clients through personalised experiences and a customised approach to beauty.

The store event, managed by White Label Media Company, was hosted by local celebrity influencer Ms. Ola Farahat. The VIP guest list includes more than 100 social media influencers both local and Brazilian press, C-level executives as well as top government officials.

“O Boticário brand brings to the Gulf region a unique retail concept focused on differentiated customer experience and fundamentally high quality, natural ingredient-based products, and we are delighted to expand our partnership with the brand to support the acceleration of the regional development plan in UAE and Saudi Arabia,” said Andreea Danila, Founder of Millennial Capital.

Since 2017, the Brazil-based cosmetics, fragrances and skin care company agreed to license its exclusive brand rights and partner with Millennial Capital Ltd – a Dubai-based emerging retail, consumer, wellness and investment management firm – to facilitate expansion in the Gulf region.

Earlier this year, Millennial Capital entered a joint venture with Saudi Arabia based Almalki Group to introduce and develop a national development plan for Saudi Arabia which aims to position O Boticário as a leading brand in the Kingdom.