10th Beauty World / Wellness & Spas Middle East opens today

Beauty World / Wellness & Spas Middle East, organised by global exhibition specialists Messe Frankfurt, presents 550 of the world's most exclusive suppliers of cosmetics, fragrances, personal care and spa products drawn from over 40 countries.

Now in its 10th year, the show has grown into the ultimate must see event for all those involved in the trade. Aimed at a wide spectrum of professionals, 8000 visitors are expected from retailers to operators of nail bars, and from hair salons to the latest exclusive spas. With an estimated regional value of US $1.8 billion resulting from per capita expenditure of $ 317 per annum, both suppliers and buyers are keen to gain an increased share of a fast growing market.

Diana Taylor, the shows exhibition manager, said that 'being the biggest and brightest to date, the show is constantly evolving to reflect the latest trends in make-up, hair care and lifestyle products. It brings the best from around the world to one of the Gulf's premier venues without having to travel far to see it.'

One of the many developing categories in the region is the very fast growing wellness and spas sector. 'International estimates indicate the market is growing at between 17 - 20%, but we expect it's even higher in the Gulf area with at least 100 centres already operating in Dubai alone,' said Ms Taylor. In response to increasing demand, a dedicated section Wellness & Spas Middle East, will feature in the event for the second consecutive year.

Beauty World / Wellness & Spas Middle East presents a truly major international event with many country pavilions, industry associations and multi-national manufacturers taking part. Visitors will see the best on show on pavilions from Argentina, Brazil, China, France, Germany, Greece, Indonesia, Italy, Korea, Spain, Taiwan, Thailand, Turkey, UK and USA.

The show will also be supported by several associations including German Cosmetic, Perfumery and Detergent Association, Barcelona Chamber of Commerce (Spain), Birmingham Chamber of Commerce (UK), Brazilian Toiletry, Perfumery and Cosmetic Association, Cosmexport Italy (Unipro), CAPA Camera Argentina de la Industria de Cosmetica y Parfumeria, Thai Trade Centre, UBI France, Korea Cosmetic Industry Cooperative, NAFED (National Agency for Export Development, South African Cosmetic Export Council and Istanbul Chemicals & Chemical Products Exporters.

Udo Frenzel, Director of Economic Affairs of the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW) and Chairman of the German Pavilion stated, 'again this year the 51 Exhibitors in the German Pavilion will be the biggest national group and one of the highlights at this prestigious and most important beauty show in Middle East. Exports of beauty products 'Made in Germany' to the Middle East are a story of success with the UAE in pole position. From 1998 to 2004 exports to UAE did increase by remarkable 147 percent and by 60 percent from 2001 to 2004. Since the first event in 1996, this Dubai show is the springboard for a remarkable success of the German beauty & body care industry.'

Some of the biggest suppliers in the industry are participating including Takara Belmont, Orly, Bettina Barty, Juvenage, Vitry and l'Acqua di Fiori as well as prominent brands such as Montale, Babor, LCN, Massor, La Phyto and Diana of London.

This year's edition promises to be the biggest and most exciting to date featuring a wide range of innovative products to keep you looking and feeling good. These include the 'Abai BrozeBox' by Abai Cosmetics and Technology - a new tanning system that takes only six seconds without U.V.A; Bioder - Bioxet Hair Inhibitor cream, an innovative herbal mixture that prevents hair from growing back permanently; SC-GLUCAN from Bioland will be launched at the show which heals wounds, enhances the immune system, stimulates macrophages and moisturises; Hwajin Cosmetics Co will be presenting the New Magic Beauty which is the most up-to-date scientific beauty equipment on the market which cleanses, tones, firms, lifts skin through energy vibration of one million times per second.

On of the most innovative products on display at the show, is the 'Air Stocking' by Lady K Distribution which has created an international buzz and become a phenomenal hit in the UK. The Air Stocking is a unique new silk and micro fine waterproof spray concept that makes the legs appear encased in sheer nylons that hides all blemishes and provides you with a great tan. The product is so revolutionary and unique it has gone on to sell over 1.3 million cans in Japan in its first year and is currently selling 250,000 cans a month in the American market.

The show also features the exclusive Beautyworld Oasis Cafe where visitors can get free beauty treatments such as facials or massages, all provided courtesy of Beauty Leaders and the Willow Stream Spa at Fairmont Hotel. The café offers a unique opportunity to be pampered amidst a tranquil, landscaped environment accompanied by soothing music.

To celebrate its tenth anniversary, many prizes are on offer too. Gift vouchers, fragrances, spa treatments, CDs, music systems and even air tickets provided by Lufthansa German airlines are all on offer.

To assist visitors with their travel arrangements to and from the venue, a regular shuttle service will transport guests to and from the Ibis Hotel located close-by the Dubai World Trade Centre. With such a busy event, the organisers are urging all visitors to take advantage of this service or to arrive by taxi.