The Middle Eastern luxury Retailer, Chalhoub Group’s multi-brand beauty concept Faces – erstwhile Wojooh – recently reopened in Mall of the Emirates.
With the adoption of Faces as the brand name, the store concept also underwent significant transformation. The signage now reads Faces in English and Wojooh in Arabic calligraphy interlaced with it. The rebranded Faces stores sport a new look and feel. Following a hybrid approach to make the customer experience seamless, the Faces store is highly experiential and digitally enabled.
“Faces is a 20-year old concept that has evolved with time,” states Salem Kaissi, general manager of Faces. “This is the newest and trendiest version of Faces that talks to the new-age customers – millennials in particular – in their preferred language. The colours used are vibrant, rendering the store environment more inviting. The store size, spanning over 4,900 sqft, is the same as earlier yet seems more open, owing to the elevated ceilings and category placement.”
There are two entrances to the Faces store in Mall of the Emirates from both sides. The digital touchpoints placed on either side like funnels are eye-catching and attract traffic into the store. “New brands from Beauty Nation – an exclusive concept at Faces – is placed at the entrance of the store, as customers are keen to see new and exclusive products,” Kaissi points out. “Next to Beauty Nation is our private label Wow by Wojooh, which is performing exceptionally well across the region. Then comes our multi-brand make-up area, with the Magic Mirror being the focal point.”
One of the digital highlights in the Mall of the Emirates store, the Magic Mirror allows customers to try on pre-defined looks based on mood, activity and occasions. It helps customers to virtually experiment 10 different looks, based on the selection criteria. It is highly social, wherein the user can share the look with friends. What’s more, the product recommendations made in a manner that offers a complete set of products from different brands to complete the preferred look.
