Fawaz Al-Hokair launches first Scentence cosmetics brand in Saudi Arabia

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Time: July 24, 2018 

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.

Scentence offers natural cosmetics for hair, face and body, in addition to its stunning perfumes, which is a mix between high-quality perfumes created by world-renowned perfume manufacturers and plant extracts.

Scentence was launched in 2017 in South Korea, and soon became one of the most popular cosmetic brand used by more than 100,000 women in South Korea. Its name, which combines the words “scent” and “sentence”, refers to the expression of the woman’s personality in a short sentence through her favorite scent.

Fawaz Abdulaziz Al-Hokair Co. is a Saudi joint stock company listed on the Saudi Stock Exchange “Tadawul”. Established in Riyadh in 1990, Fawaz Al-Hokair Co. has exclusive operating rights for more than 80 brands including Zara, Massimo Duti, Zara Home, Bershka, Pull & Bear, Stradivarius, Oysho, Uterque, Lefties and others through more than 1,900 branches in 15 countries.

This article was first published in Saudi Gazette

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