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Emirati Midwives Empowered

Women

Around

the World

Realize

the Choice

to Feel

Beautiful is

a Personal

Power

FROM AUSTRALIA TO THE MIDDLE

EAST - EGO PHARMACEUTICALS

ARRIVES IN OMAN

A staggering 96 percent of

women do not choose the

word ‘beautiful’ to describe

how they look. Dove®

believes feeling beautiful is

a personal choice women

should feel empowered to

make for themselves, every

day. Through a candid,

eye-opening film shot in five

countries across the globe,

Dove® is launching the

Choose Beautiful campaign

to encourage women

worldwide to reconsider the

choices they make about

their beauty and how those

choices make them feel.

The Dove® Choose Beautiful

film captures real women

in San Francisco, Shanghai,

Delhi, London, and Sao

Paolo considering about

their own beauty. The

women made a choice

about the way they see

themselves: ‘average’ versus

the frequently avoided

‘beautiful.’ The film reveals

that women often struggle

with recognizing their

own beauty. “Although

the majority of women

don’t describe themselves

as beautiful, 80 percent

agree that every woman

After popular demand from local

Omani health care professionals,

renowned Australian skincare

company Ego Pharmaceuticals

is expanding further into the

Middle East to launch into

Oman. Founded in 1953, Ego is

highly respected in Australia for

their quality therapeutic skincare

products that assist people

with skin conditions such as

eczema, psoriasis and dermatitis.

They also have a vast range of

everyday skincare products to

improve and maintain healthy

has something about her

that is beautiful. It’s time

women think differently

about this choice,” said Steve

Miles, Senior Vice President,

Dove®. “Dove Choose

Beautiful urges women to

embrace this choice, and

inwardly challenge our

tendency to not ‘choose

beautiful’ because when we

do it unlocks happiness and

confidence that impacts

women’s self-esteem.”

“While we were filming, it

was so clear that the women

who chose to feel beautiful

shined with a positive,

empowered outlook,” said

Paul Dektor, Film Director

of Dove® Choose Beautiful.

“We all have the personal

and powerful ability to

rise above others’ points

of view, social media, and

pop culture, and I hope the

Dove® Choose Beautiful

film inspires women around

the world to reconsider

how they view their own

beauty.” Dove® has set a

goal of reaching 15 million

young lives with self-esteem

programming by the end of

2015 and has reached over

14 million to date.

skin. Ego will initially sell

products from its QV Skincare

range, but also hopes to

introduce its MOOV Head

Lice brand to Oman - a highly

effective head lice treatment

that contains no chemical

pesticides. Alan Oppenheim,

Managing Director at Ego

Pharmaceuticals, is pleased to

be extending Ego into Oman

after initially launching in

the Middle East 23 years ago

in the United Arab Emirates

in 1993. “We want to help

dermatologists, paediatricians,

As there are very few

Emirati midwives in the

UAE, it is essential to

develop a sustainable

workforce of Emirati

midwives who are

capable of supporting

women in a culturally

sensitive and evidence

based way. In general,

Emirati midwives have

found the experience

of practicing midwifery

rewarding, despite any

cultural challenges they

may have faced.

According to Dr. Grace Edwards,

Assistant Director of Nursing, Clinical

Programmes Manager, Corniche

Hospital, SEHA, Abu Dhabi, UAE,

“Emirati midwives have encountered

instances where they have not being

accepted easily into the role by their

countrywomen due to the cultural

barriers, and with the women being

more accustomed to expatriate and non-

Arab healthcare staff.” Ms. Naeema

Abdulla Alali was one of first Emirati

graduates from Corniche Hospital’s

18-month Bachelor of Applied

Science in Midwifery program.

Speaking at the Obs-Gyne Exhibition

and Congress, she said it was the

encouragement from her instructor,

the in-charge midwife and her family

that inspired her to obtain her official

training as a midwife.

nurses and pharmacists to

improve the skin health of

the people of Oman,” Mr

Oppenheim said. Ego held an

official launch for key leaders

in the dermatology health care

sector on the 25th of February

in Muscat which was well

received.

Ego products are available

to purchase through Muscat

pharmacy stores and through

other pharmacies. To further

expand its reach throughout

Oman, Ego will be launching

into outstations including

Salalah, Nizwa and Suhar next

month.

May/June 2015