The document summarizes insights from a visit to a MAC cosmetics store located in Dubai Mall. It notes that the store's clientele consisted mainly of local Arabs and that the store design featured modern, factory-like aesthetics and private makeup trial areas concealed by pillars. However, the store lacked Arabic communication. Opportunities also existed to use innovative Arabic taglines and to leverage young conservative Arab women wearing MAC makeup as brand ambassadors despite foregoing traditional abbaya cloaks.

1. NIKHIL NAIR

2. MAC @ Dubai Mall
Insights
- Traffic into the store
consisted of Local Arabs
- Store look & feel was
modern and
contemporary with a
positioning of giving
make up a factory
ambience

3. MAC @ Dubai Mall
Insights
- The trial make up zones
where cleverly concealed
behind pillars to ensure
privacy to the ladies who
did not wish to be seen in
public applying make up,
yet the feel was modern
and contemporary. The
irony of a modern
environment attempting
to adhere to conservative
customs

4. MAC @ Dubai Mall
Hidden Opps
- The primary target
audience being Arabs,
there was no
communication in
Arabic
- Vacant Opportunities to
brand innovative
taglines subtly
prompting consumers
to try the product

5. MAC @ Dubai Mall
Biggest Surprise
Seeing young conservative
Arab girls letting their hair
down without the
traditional abbaya with
MAC makeup…no better
brand ambassadors for Kindly pardon poor
quality of picture, a
the brand clear image would have
landed me in Jail !

6. Apologies, I was unable to cover 5 additional locations owing to lack of time  ! Thank You