Swedish make-up firm launches in Middle East
The Local · 19 Nov 2012, 11:12
Published: 19 Nov 2012 11:12 GMT+01:00
“The Middle East is an interesting market as the cosmetics industry is growing rapidly in this area. We think we’ll do well here because the demand for our products from these countries is great in our London and Thailand stores,” said CEO Mika Liias to newspaper Metro.
The reputation of Swedes as an honest people and the Swedish brand as a sign of quality could be the secret of their success, Liias told the paper. Swedes are also good at marketing their products abroad and at building concepts and brands.
“Swedish make-up has always done well as far as I can remember. Oriflame has done a fantastic job around the world. And Face Stockholm has also paved the way for Swedish cosmetics," Liaas told the paper.