Beautyworld 2007 to offer 'one-stop' cosmetic solutions

Drawing on the region's long association with jewellery, a special feature titled 'Passione' will reveal how salons now offer so much more than a hair cut, facial cleansing treatment or nail manicure.

Designed to cater to time-starved customers who are keen to walk out of the door with the right accessories to match their new style, Passione will feature displays of exclusive and affordable costume jewellery from the world's leading manufacturers and demonstrate that glamour doesn't have to cost the earth.

Exhibition Manager for Beautyworld Middle East 2007, Heather Nix believes that the unique feature will prove extremely popular with visitors at the leading beauty show in the region. "Women in this part of the world have a passionate relationship with jewellery and that is why we decided on the name "Passione" for this exclusive display," she says. "Although familiar with visiting salons and parlours for their beauty treatments, many of these women have not had the opportunity previously to select the right accessories that enhance and compliment their new look. Passione will change this and show how economical yet stylish pieces are available within the boutiques to offer a truly one-stop solution for all their cosmetic needs," she adds.

Emirati women have had a close affinity with jewellery which stretches back to the days when the region's premier industry was pearl diving. "Traditional jewellery will always remains very popular for ladies; particularly during cultural social occasions; such as weddings and henna nights," says Ms. Nix.

"Adornments such as murtasaha chains, merria necklaces and heyool bangles are elaborate, heavy and much too impractical for everyday wear. These traditional pieces are also associated with long rituals of making-up and beautification, which often involve other female family members. Nowadays, if Emirati women want to have a makeover other than for a cultural celebration, they are more likely to pop into a local beauty salon, which is quicker and much more convenient. Here they will now be able to choose attractive pieces of costume jewellery that will compliment their individual treatments," she adds.

It's not only the local population who stand to gain from the new trend of all-in-one beauty stops. The burgeoning expatriate population is also providing a huge market for designers of high quality, yet inexpensive costume pieces.

"There is a youthful expatriate population across the UAE, 60% of which is under the age of 25," says Ms. Nix. "This is traditionally the age at which people like to experiment with their own personal styles and when they first start to visit salons. With the rise in the cost of rent and the general hike in living expenses that is squeezing budgets, young people are finding that costume jewellery is a cost-effective, yet fashionable way to express their individuality and they can now incorporate buying these trendy items as part and parcel of their salon makeovers," she adds.

Passione will display an eclectic cross-section of affordable jewellery items, with regional manufacturers showing their beauty products alongside companies from Europe. One local producer, Jingerlilly, is in fact run by a British mother and daughter team and specialise in idiosyncratic silver and stone jewellery.

Phantaysa are a manufacturer from Switzerland that produces attractive sparkly costume pieces, with the emphasis on glitter and shine. It's not all just about looking good, though. One exhibitor, a Danish company called Energetix, produces magnetic jewellery and accessories that contain two high quality neodymium magnets; a design which is believed to help reduce stress. Their collection, which features earrings, necklaces and bracelets, is nickel allergy free and plated in either gold or rhodium. "There is an increasing demand for functional costume jewellery that can help induce a state of wellbeing," says Ms. Nix. "Magnets are thought to alleviate negative stress and special crystals are sometimes used in other designs to help promote positive energy and show how beauty treatments are increasingly incorporating aspects of the health care market," she adds.

The Passione display is just one of the specialist features that will be a highlight at this year's Beautyworld Trade Fair, which runs from 20 to 22 May at the Dubai International Convention and Exhibition Centre. Other events that are planned include - 'Pure' - a collection of the finest luxury beauty products from the top cosmetic and perfume houses and the Walk of Beauty by MADI International and Nail Competitions that will pitch the region's leading stylists and nail technicians together in exciting contests to be judged against the clock. "This year's show will be the biggest and best yet, with over 950 exhibitors participating from 55 countries and showcasing over 1500 brands. We are anticipating more than 10,000 visitors to attend over the three days," concluded Ms. Nix.