Emirates announced that it has collaborated with Dior Beauty and sustainable hair care brand Davines as part of the airline’s exclusive beauty hub for cabin crew.
‘The Emirates Beauty Hub’ is part of the Dubai-based airline’s $2 billion investment to enhance its inflight passenger experience.
The beauty hub is open seven days a week to serve more than 18,000 cabin crew that are based in Dubai. The hub has a team of beauty consultants to provide personalized consultation for cabin crew in regards to their appearance and image. This includes expert recommendations on make-up application tips, nutrition, fitness, skincare, haircare for both male and female crew members.
Emirates said that the hub’s team of consultants come from various backgrounds such as health and nutrition, and some are former cabin crew members. All of the consultants received exclusive training from Dior Beauty and Davines.
The hub uses Dior and Davines products exclusively, and specific products are recommended to achieve the signature Emirates glamor look that can withstand even the longest flights.
Emirates’ signature makeup look features warm tones on the eyes and cheeks, with a vibrant matte red lip.
There are numerous tutorials on YouTube created by Emirates cabin crew on how to achieve the iconic and polished makeup look that the airline is known for. Each tutorial has different product suggestions, especially for the lip product, with various ‘beauty gurus’ sharing tips and tricks on how to keep the red lip from budging.
The beauty hub ensures that all Emirates cabin crew will use the same products for the look:
Dior Hydra Life Intense Sorbet Crème for makeup base, Dior Forever Skin Glow for foundation, long-lasting Diorshow On Stage Liner for subtle and smudge proof definition of the eyes, Dior Backstage Face and Body Flash Perfector Concealer – a multi-use and waterproof concealer, and Rouge Dior Forever Liquid, an ultra-pigmented, transfer-proof liquid lipstick in the vibrant Emirates red.
The Dior Sauvage range will be available for male cabin crew members, with its array of products from cleansers, face masks, shaving gel, and aftershave balm to ensure hydrated and plumped skin.
Davines hair care also features essential items for Emirates cabin crew including detoxifying, moisturizing and intensive repair shampoos, conditioners and hair treatments, alongside shimmering mists, shine wax and hairsprays to maintain the uniform look of Emirates cabin crew hairstyles.
A stark contrast to other airlines
Over the past few years, several airlines took the path of loosening strict cabin crew uniform and image standards to keep up with the changing times.
In 2019, Virgin Atlantic dropped its makeup as part of its uniform requirement, and in 2022, it allowed its flight attendants to display arm tattoos, becoming the first British airline to relax restrictions on visible body art.
In 2021, United Airlines announced the revision of its uniform policy, allowing minimal tattoos, and the option for male cabin crew to wear makeup.
In March 2022, Spanish airline Vueling was fined $32,000 after telling female cabin crew to wear heels and specific types of makeup while on the job.
In May 2022, Alaska Airlines was ordered by the Washington state attorney general’s office to drop its rule on gendered uniform policy after a non-binary crew won a lawsuit against uniform discrimination.
Air New Zealand is currently reviewing its standards on grooming as it looks to upgrade its uniform by 2025.
At a time when plenty of airlines are looking to revise outdated uniform policies, Emirates appears to strengthen its hold on its signature look, down to the makeup products used to keep a standardized image.