4Ps Marketing Strategy of FACES

FACES is a UAE-based company having a wide range of beauty products, wellness and personal

care products. They have been the leading beauty retailer in the Middle East for more than 20

years and continuously grow and evolve with their marketing strategy. Their purpose is to

provide their classic customers excellent shopping experience to retain their trust (faces.com,

2022).

Product

They have different ranges of products, and the products are categorized into fragrance, makeup,

skincare, bath and body, hair care, home fragrance and wellness. All their products are made

with natural ingredients containing Vitamin C to reduce wrinkles and collagen degradation,

Hyaluronic Acid to hydrate the skin from the deeper side and to lock the moist skin, Salicylic

Acid to remove the dead skin for revealing flawless skin, Retinol as an anti-ageing agent, Niacin

amide with vitamin B3 to build protein in the skin. They are the pioneer in launching top brand

like Gucci, Dolce and Dior etc. They also provide the suggestion of beauty experts to answer

customers' queries (faces.com, 2022).

Price

The products of FACES are trendy. The product price ranges from 200 AED to 2000 AED based

on differentiated products. For most of the products, their price range is moderate for joint

customers, but some products are expensive as they are much more trendy. They never
compromise on brand quality, and to maintain that, the product's price range remains high but

their pricing policy is designed to make different lucrative offers to attract customers. They can

avail of free LUXE MINI while buying any one Narciso Rodriguez fragrance. Free MINI

OMBRE LEATHER is offered on purchasing any Ombre leather Eau de perfume of 100ml.

Besides this, a cash back offer is also available over purchasing price of selected products

(faces.com, 2022).

Place

It's been 20 years since they have been operating with a wide range of beauty and health care

products. Mainly their business is concentrated in UAE, the Gulf market and the Middle East.

Presently, they have 85 stores from where they run their business. Nine countries- UAE, Kuwait,

Saudi Arabia, Egypt, Lebanon, and Qatar—have already made their customer base. The have

after COVID situation focused more on online marketing. FACE products are now available on

different e-commerce sites like Amazon, Flip cart, Myntra etc., to attract more international

customers (faces.com, 2022).

Promotional Strategy

They have made different promotional strategies to increase their sale. They offer a free PRADA

pouch on buying the new brand of Paradox fragrance. Besides this, free one or more products are

available on the purchase of the products like Hugo Boss, Valentino, Clarins, Dear Dahlia,

Dermadoctor, Miyake, Lamer etc. On some products, gift boxes are available. Besides the offers,

they have also made lucrative marketing strategies like free delivery on purchases above
399AED. Delivery is made in a speedy way (statista.com, 2022). A 15% discount is offered

during the festive season on a selected brand of products using the code FESTIVE. 4 Mystery

Mini, which is always available on purchases above 599 AED. Their promotional strategy

involves collecting MUSE points, and FACE promo codes, splitting the payment in instalments

free of interest rate, offering makeup studio accessibility to customers, and offering master

makeup classes and beauty experts’ advice. All these promotional strategies are applied to attract

more customers who can trust their brand. After the COVID crisis, they have also focused on

social media marketing to motivate virtual business development. A considerable amount is

invested in social media marketing to promote their brand on Facebook and Instagram. As a

promotional strategy, the company also relies on celebrity endorsement (indiaeducationdiary. in,

2022).
Reference

faces.com. (2022). Retrieved from faces.com: https://www.faces.com/ae-en

indiaeducationdiary. in. (2022). Deals and offers include in Faces Promo code for Sale in UAE.

Retrieved from indiaeducationdiary.in: https://indiaeducationdiary.in/faces-promo-code-

in-uae/

statista.com. (2022). Face - United Arab Emirates. Retrieved from statista.com:

https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/face/united-arab-

emirates