New Market Study Published: Men's Grooming in Saudi Arabia
Saudi men became increasingly willing to invest time and money in a daily grooming regime during the review period. Traditionally consumers had entrenched attitudes about masculinity and often frowned signs of male vanity, with such attitudes continuing among more religious and older consumers at the end of the review period. However, a well-groomed appearance is increasingly equated with affluence and career success in the country. This trend was partly linked to consumers' increasing exposure...
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