Beautyworld ME returns bigger, better

Dubai - Halal cosmetics, luxury perfumes, organic products and men's care products are trending

Beautyworld ME, the region's largest international beauty and wellness trade show, has returned with over 1,530 exhibitors from 60 countries and a nine per cent increase in exhibition space over the previous year.

With 22 country pavilions and a number of global trendsetters, manufacturers, experts and influencers converging for the show, this year's edition is the largest in the event's 21-year history. Spanning 53,000 square metres at the Dubai International Convention and Exhibition Centre, the annual showcase includes eight special features, more than 60 product launches and a two-day Business and Beauty Summit putting the spotlight on latest developments in the Middle East and Africa's $25.4 billion beauty and personal care market.

The three-day extravaganza focuses on the five product groups of cosmetics and skincare; hair, nails and salon supplies; fragrance; machinery, packaging and raw materials; and professional equipment and spa.

"Beautyworld Middle East has always been a crucial networking platform, delivering lucrative business opportunities in a Middle East and African market that is the driving force behind the future growth of the international beauty and wellbeing industry," said Ahmed Pauwels, CEO of organiser Messe Frankfurt Middle East. "What sets it apart this year though is a packed schedule of workshops, conferences, competitions and educational features that will be hugely appealing to the entire professional beauty industry."

The largest and most vibrant edition of the show comes as no surprise, given that the Middle East and African beauty and personal care market is estimated to grow 6.4 per cent annually over the next five years, the fastest growth rate of all regional markets, and more than double the global average of just three per cent, Pauwels informed.

Asked about the current trends dominating the regional market, Pauwels said that halal cosmetics, organic treatments, luxury perfumes and men's care products will have a big impact in the coming years.

Highest spends per capita
"Consumers in the region are extremely fashion and beauty conscious, more so than the rest of the world. We know for a fact that the UAE has one of the highest spends per capita on beauty products, second only to Iran and Saudi Arabia," he said. "An interesting trend to note is the fast growth in the men's grooming segment, with many men now being extremely careful about the products they use on their skin and hair. This is one segment that will continue to grow in the coming years, along with halal cosmetics, and natural and organic products. People are increasingly becoming interested in purchasing organic products even though they cost a bit more than regular products."  

Another segment that will continue to gain traction in the coming years is the luxury perfumes segment, with many young consumers increasingly looking to purchase niche brands that come in bespoke collections.

Nina Friede, co-founder of Friede Modin, a niche perfumery in London, who was exhibiting her perfume collection at the event under the OBS Group, said there has been a definite shift in the interests of young consumers in the Middle East. Many of them want a scent that speaks a little about themselves, she revealed.

Also, many consumers want a way to personalise their perfumes to fit the occasion for which they are purchasing them, and Friede revealed that she caters to this wish by creating customised orders for weddings.

Her perfume collection was well received when she launched it in Abu Dhabi recently; and she is working to expand her current collection and bring her 'desert gold' perfume to consumers in the region.

Thomas Kosmala, another perfumer showcasing his collection at the event before its release in September, was also upbeat on the demand for luxury niche perfumes in the region in the coming years. Like Friede, Kosmala will be bringing his perfumes to the region under the OBS Group's Lifestyle division. The French-based perfumer, whose collection is exclusive to London's luxury retail store Harrods, says that a perfume should take its buyer on a journey.

"It's the balance of innovation and tradition that makes my creations so unique for Middle East clients, with whom I've been connected for the past 10 years," said Kosmala. "It was crucial to be in contact with them, to visit their homes, to observe them, to learn what certain smells mean to them. That's how I am able to create scents for the Middle Eastern audience and I believe that comes through with my work," he said.

- rohma@khaleejtimes.com