The beauty sector in the Middle East is undergoing some unprecedented growth. Prevailing statistics are indicative of this claim with the category growth of 12% annually and market value of $US1.7 Billion which is expected to exceed US$ 2.1 Billion this year, according to official reports. Consumption of cosmetics and fragrances in the Gulf States is one of the highest per capita in the world with the average purchase estimated to be in the region of US $ 334 per head. Projections by Euromonitor estimates the total cosmetics and toiletries market in the UAE alone was worth $414.2 million at retail sales value in 2004, an increase from $382.5 million in 2002, and from $229 million in 1997.
All of this has led to dramatic growth in the 11th edition of Beauty World Middle East, which last year attracted over 550 exhibitors from 40 countries. Organised by Messe Frankfurt, the 2006 edition of the show is tipped to attract more than 750 exhibitors, a projected growth of 40%, from 45 countries.
Running at the Dubai World Trade Centre from 22 – 24 May, the show will include the latest brand name cosmetics, personal care, perfumes, trade products for salons and items for the fast growing wellness and spa sector.
According to Diana Taylor, exhibition manager, “the Middle East is a magnet for beauty and personal care suppliers where growth is hard to find elsewhere, especially in comparison to mature markets like Europe and the US where growth has been modest or flat.”
Retail growth in the region has also attracted major international stores such as Saks Fifth Avenue and Harvey Nichols joining the retail scene. Shopping mall space has been growing 50% annually and the amount of retail space dedicated to beauty products has grown by 30% in the past 3 years. Dubai’s gross leasable area is set to grow by 250% in the next two years, with the Mall of the Emirates just open and other world scale malls that are planned such as Mall of Arabia in Burj Dubai.
Another potential area of opportunity is the travel retail sector. With every new airport in the Gulf comes the equivalent of a massive shopping center populated by millions of travelers every year, all keen to take advantage of the region’s renown low prices. Last year Dubai Duty Free posted sales of over US$ 1 million per day from a single location. Dubai Duty Free is now the world’s number three travel retailer, with overall sales of US$ 500 million.
All these factors have contributed to the success of Beauty World Middle East. The show has already signed up some major brands in the industry including Pretty Woman, Kinetics, Jessica, Noorani, Bella Lucce, Urban Rituals Balnea, Massor, Phytomer, Sassl Arredamenti, Bajoul, Charme d'Orient, Promats, E-Life, LPG, Babor, DMK, Omnilux, Maxcare, Diana of London, LIVE, Grosly, DMGM as well as national pavilions from several countries such as Germany, Turkey, France, Spain, Italy, UK, USA, Brazil, Thailand, Korea, Egypt, Singapore and Iran.
Spectacular events will be taking place at the show including the “Walk of Beauty”, sponsored by Kadus which will provide a dramatic stage setting to showcase the region’s best hairdressers and make-up artists. 24 leading hairstylists, beauticians and make-up artists will present their talents to live audiences throughout the 3-day event. Featuring glamorous catwalk models, 8 shows will be staged daily, each one demonstrating the very latest trends in creativity and fashion.
In addition, Beauty World Middle East will be running it’s first National Nail Competition during the show, which is expected to be a major draw card for visitors. The competition will be divided into categories including tip overlay, sculptured nail, and nail art. A maximum of 30 qualified nail technicians and professionals in the industry will be participating in each category of the competition. There will be a winner and runner up for each one. At the end of the competition the technician with the highest score will also be awarded with Best Overall Nail Technician.
The show will also be supported by trade associations including; Barcelona Chamber of Commerce, the German Cosmetic, Perfumery and Detergent Association; the Birmingham Chamber of Commerce; UBI France, the Thai Trade Centre; the Brazilian Toiletry, Perfumery & Cosmetic Association; Cosmexport – Italian Export & Promotion Consortium of Cosmetics Industry, Istanbul Chemicals & Chemical products exporters, Korea Cosmetic Industry Coopertaive, National Agency for Export Development, Egypt Exporters Union and the Singapore Spa & Wellness Association.
Beautyworld / Wellness & Spas Middle East is the largest trade event of its kind in the Middle East which is focused exclusively on the beauty and wellness industry. Now in its 11th year, the show has rapidly gained an excellent world-wide reputation reflected in consistent growth. It will feature over 750 exhibitors from more than 45 countries showcasing the world’s latest beauty and personal care products; cosmetic, perfumery, salons and hair care products, hygiene products and toiletries, beauty accessories, wellness and spa equipment. Beautyworld / Wellness & Spas Middle East will be held from the 22nd – 24th May at the Dubai World Trade Centre.
© 2006 Al Bawaba (www.albawaba.com)
