Trendy colours, nail care products to reign supreme in coming months

Dubai - Middle East consumers increasingly focusing on nail care and protection products

In addition to looking for the trendiest nail colours this summer season, consumers in the Middle East are also increasingly focusing on nail care and protection products, experts at Beautyworld Middle East 2016 said.
"It is really exciting to see the colours that people like here in the UAE and the Middle East," said Morgan Haile, marketing manager at Morgan Taylor, one of the exhibitors at the exhibition. "The trend right now is leaning more towards brighter colours since we are headed towards the summer months. Surprisingly, yellows and nail art are also very popular this season."
"In different regions, people like different colours, but customers everywhere always tell us that they love the different range of colours that our brand offers," she added. "The brand has almost 200 colours in its portfolio currently. We are bringing out six to eight new collections per year now, so you can be assured that we do a lot to keep up with the new trends in the fashion world. We make sure that we have every different colour or tone that our customers will like." David Daniel, co-founder of Morgan Taylor, said: "We are thrilled to be in the chic and cosmopolitan city of Dubai which shares the fresh and vibrant energy of the Morgan Taylor brand. We are happy to see that there a lot of beauty enthusiasts at this year's Beautyworld Middle East exhibition, which is the perfect platform for us to showcase our Morgan Taylor product range that includes super saturated, highly pigmented shades, as well as Gelish Soak-Off Gel Polish, which applies like polish and cures in a LED lamp in 30 seconds, and then stays on nails for up to three weeks with no chipping."
Developed by Danny Haile and David Daniel, the brand is named after Morgan Haile and Taylor Daniel, the daughters of the founders. With their partnership with Sawaya International, the exclusive distributor in the Middle East, the brand will also be offering Morgan Taylor's & Harmony Gelish's newest innovation, Two of a Kind. A young and vibrant theme is reflected in its 2016 collections of 250 colors such as the Nautical/Spring 2016 Collection and Street Beat/Summer 2016 Collection.
Orly, another leading brand in the nail care industry, was also exhibiting at the event. The brand, whose founder is the mastermind behind the French manicure technique, was presenting its Melrose Spring 2016, PCH Summer 2016, and the Orly Epix collections. The brand's Epix collection was a clear favourite owing to the product's ease of use. The 2-step manicure lasts over a week, provides extended wear, and allows the finish of the manicure to bounce back, helping to prevent smudges during the drying process. The Epix Flexible Color and Flexible Sealcoat fuse together to create a durable, scratch-resistant, high-shine finish that dries faster than a traditional manicure.
Nadia Deering, vice president of international sales at Orly International, said: "Our strongest category at the moment is the treatments category. We are a worldwide leader when it comes to treatments, whether it has to do with weak nails or dry cuticles. In the Middle East, our strongest selling point till now has been our colours portfolio."
"We launch four collections each year for each of the four seasons and our teams are always watching out for the latest colour trends in the market. Currently we have over 250 different colours in our portfolio which include lacquer, gels and hybrids." - rohma@khaleejtimes.com