Merle Norman Cosmetics, the leading American skincare and make up brand, known for its exclusive range of products and personalised beauty consultation services, opened its first studio in the UAE at Sharjah.

Named after its founder Merle Norman, who manufactured her own cosmetics in 1920s to aid women in caring for their skin and enhancing their appearance, Merle Norman Cosmetics pioneered the modern day cosmetic counter boutiques with its unique studio concept.

The country’s first Merle Norman Cosmetics Studio is located in Sharjah Mega Mall, with another scheduled to open on Jumeirah Beach Road before the end of the year.

Merle Norman Cosmetics currently operates approximately 2000 studios and the UAE is its first market outside North America.

The new studio, with its sleek design concept and open sell environment that allows customers to see the entire product line at a glance, sets the stage for an exciting retail experience, said a company official.

The brand operates on the key philosophy of ‘Try Before You Buy’, a creative approach that allows customers the opportunity to discover for themselves the unique characteristics of its products with the help of Merle Norman’s trained beauty consultants.

Commenting on the brand’s entry into the market,  Mamta Thakkar, general manager, Merle Norman Cosmetics, UAE, said, "Our offerings of superior products, individualised service and sampling prior to purchase philosophy, will cater to the quality conscious customers in this region."

"The open-sell design of our studio encourages people to shop on their own if they wish, or seek one of our highly-trained beauty consultants who can lead them through an educational skin care and colour lesson, using products formulated for their skin’s unique requirements, even for sensitive and problem skin," Thakkar explained.

"When a customer enters the Merle Norman Cosmetics Studio, she is able to momentarily abandon the outside world and escape into an environment featuring the latest retail cosmetic innovations supported by a tradition of personal service."

"This contemporary ‘gateway to a world of beauty’ features an appealing layout, colour scheme and product presentation," she noted.

The Studio Colour Wall has on display products pertaining to eyes, cheeks, lips and nails. Among the colour related products are foundations, concealers, bases, powders, eye shadows, mascaras, eyeliners, brow care, cheek colour, lip colour, nail colour, accessories and make up application brushes.

Maple-finish drawer units allow the colour products to be merchandised at eye level, and arranged for efficient browsing and sample testing.

Merle Norman’s skin care products consist of a full regimen of technologically advanced products for women and men, she pointed out.-TradeArabia News Service