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Beautyworld Middle East

Beautyworld Middle East returned to the Dubai International Convention Center for its 14th year on June 7, attracting visitors from across the Middle East as well as significant numbers from Asia and Europe over the three day event.

beautyworld dubai

Covering over 23,000 square metres of exhibition space, the convention was a big hit with attendees who visited almost 700 exhibitors from 45 countries. Organised by the Messe Frankfurt family, Beautyworld Middle East offers a business platform and unsurpassed access to what is now one of the largest and most profitable beauty and cosmetics markets in the world.

Despite the international economic downturn, the Middle Eastern beauty industry continues to grow at a rate of 12 per cent annually. This is hugely significant when compared to the projected 5 per cent increase expected for the Australian beauty industry this year.

“Even amid an economic downturn, we are not at all surprised by the huge turnout, as we have always said that the beauty and wellness industries in this region still present several unlocked business opportunities, and are still expanding in the Middle East,” said Andrea Werner, Senior Show Manager of Beautyworld Middle East.

Wellness and Spa Middle East, another Messe Frankfurt showcase was held in conjunction with this year’s Beautyworld event, focusing on the region’s rapidly developing spa market. Dubai is set to become the number one spa destination in the world by 2010, according to a recent Gulf News report, with the industry as a whole experiencing a 17 per cent year-on-year growth.

While Dubai is renowned as a strong trade hub linked to further opportunities in neighbouring regions, the Arabian Gulf States also possess 45 per cent of global oil wealth, making it one of the wealthiest and fastest developing regions in the world. The area also has a rapidly growing population (rising at six per cent annually) with 60 per cent of it aged under 25 years making it an ideal market for beauty products. There is also a substantial expansion in the development of shopping malls, with almost 30 per cent of all retail space being occupied by beauty retailers.

This year’s Beautyworld event attracted a larger presence of hair exhibitors, and with the newly implemented ‘Walk of Beauty’, a gathering of the most talented professional hairdressers and make-up artists from all over the world performing live on stage, Beautyworld Middle East is reaching out to the hair industry to provide the ideal platform to access the Middle Eastern market.

Unlike Australian hair exhibitions, there were very few hair extension companies represented, instead there was a strong presence of hair colourants and styling products, both in huge demand in the Middle East. Packaging and production solutions were also well represented, providing companies with alternative manufacturing options.

The Inspiration Arena offered a comfortable and interactive zone for a variety of seminars and workshops to take place over the three day event. Products and new technologies were demonstrated, while informative sessions also educated visitors on topics such as regulations for importing cosmetic and health products into Dubai.

Those seeking a pure dose of over-the-top Dubai opulence without leaving the exhibition hall were invited to ogle the Swarovski Lamborghini, by Foilacar, an exclusive leading car coating company. While Lamborghinis tend to stand out quite enough on their own, it seems some like to add their own personalised bling. Not quite relevant to the hair and beauty industry at large, but it certainly demonstrated the incredible demand for exclusive, customised luxury.

Next year’s edition of Beautyworld Middle East will take place from June 1 to 3. Visit for more information on all upcoming Beautyworld events, including Beautyworld India from October 4-6 2009.

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