JEDDAH, 31 August 2003 — This summer millions and millions of riyals have been spent on fashion, the latest trends and beauty makeovers. Beauty salons, designers and dressmakers are competing for customers who are for the most part brides or young girls who are wildly concerned about their appearance.
The business is simple and yet not simple at the same time. The target is to get as many customers as they can, especially brides. During this special season, salons and dressmakers aim to be the center of attention by specializing in exclusive treatments for women. They specialize in head-to-foot treatments for brides, beginning with sugaring (waxing), facials, stress reducers, hair treatments, Moroccan steam baths, peelings, pedicure, manicure, brow-shaping, and finally hair and make-up. Women often go to extremes and indulge in cosmetic surgery, nose jobs, liposuction — all just to get the look they want.
The negative impact of this obsession is that some beauty salons and dressmaking boutiques are not careful about the cleanliness of their tools; in addition, some use strong chemicals that were not meant to be used on hair or skin. Bacterial infections, skin allergies and kidney failures have been reported and salons that were guilty have been shut down. There are some safety rules and restrictions for such places. For example, clients can be asked to bring in their own nail kits. As for the staff, cleanliness is absolutely essential as is the use of anti-bacterial products to clean each used tool before it is used again.
Mona Hasain, owner of a beauty salon, explained to Arab News that her customers represent one group in Saudi society rather than all women. “I have seen many women who are passionate or ‘obsessed’ with their looks. Some might get only essential treatments, such as hairstyling and make-up — an average of SR800. Other women choose extra services such as a body massage and Moroccan bath for about SR1,500. And some go to extremes and spend SR2,000 for one visit only.”
Imana, a make-up artist, said that she is busiest on special occasions like weddings or graduations. “I have more that 23 brides scheduled each week. And of course the bride’s mother, sisters and cousins usually schedule at the same place; it’s a tradition in families to be together if there’s a marriage in the family,” she said.
The average cost of a bride’s dress and the wedding celebration — the ballroom, decorations, special wedding favors, souvenirs for guests — ranges from SR10,000 to SR80,000.
“I have had a bride, however, whose father spent nearly SR1 million for that one night,” Mona added.
Now that the summer vacation is ending, business is expected to fall off a bit and so women will spend less. But no one should worry; next summer will come and it will be the same thing all over again.
