Beautyworld trade fair sells out

Beautyworld Middle East, the fourth largest event of its kind in the world and part of Messe Frankfurt's global Beautyworld brand, is set for Dubai International Exhibition Centre between 22 - 24 May.

With the event firmly established on the international beauty care calendar and regarded as the focal point for the region's industry, worth an estimated US$1.7Billion according to official reports, 750 exhibitors will be arriving from 45 countries to take part. They will be displaying literally thousands of new products covering over 75 categories. These include perfumes, cosmetics, skin care, nail care, body and hair care products, salon and wellness equipment, natural products, ingredients and raw materials, packaging, wellness and spa centres.

According to Diana Taylor, Beautyworld's exhibition manager,

'In its eleven years, the show has tripled in size and proven to be a unique trading platform for all buyers and suppliers in the Middle East's beauty industry. Its success is largely attributed to the region's demographics, with a population of young, fashionable trendsetters with high disposable income. It's a magnet for beauty and personal care suppliers where growth is hard to find elsewhere.'

One success factor can be attributed to massive growth in the retail sector throughout the Gulf area, but driven by the globally recognised developments centred around Dubai. By 2008 Dubai will boast two of the world's top five largest shopping malls with 250% growth of leasable areas by 2007 alone.

Major brands are very active and more of the key suppliers are expected to follow such as Christian Dior and Coty. Several have established their own subsidiaries in the Gulf region to manage logistics, marketing and to work directly with their local distributors.

With the retail environment reaching new heights of sophistication, equalling or exceeding that of other established centres in the West or Far East, its know wonder that major high street retailers such as Harvey Nichols and Saks Fifth Avenue have opened their doors. Saks opened a new 7,400m2 store in Dubai's Burjaman mega extension in September through a joint venture company Style Venue. They are also looking to open stores in Qatar, Kuwait and Bahrain. Harvey Nichols has just recently opened an 11,150m2 store in the Mall of the Emirates in Dubai, through a licensing agreement with Al Tayer Group. The Dubai store is the Harvey Nichols' second outlet outside the UK, the other being in Saudi Arabia.

According to Udo Frenzel, Managing Director of FGC-Global Consulting and Information Officer of the German Pavillion, 'Beautyworld Middle East and Dubai are an important springboard and hub for the business of the German beauty industry. The quality of products 'Made in Germany' are increasingly appreciated by consumers in the Middle East and AGCC countries. Covering about EUR 155 million in 2005 the German exports to AGCC countries are a story of success with the UAE in pole position showing a remarkable growth of more than 150% in the last six years.'

Beautyworld opens to trade visitors on Monday 22 May, resonating to the sound and excitement presented in the many live displays and demonstrations. This year these include the first national nail competition, along with Beautyworld's debut event, the Walk of Beauty. Sponsored by Kadus, this presents the latest trends in creativity and style featuring 24 leading hairstylists, beauticians and makeup artists who will present their creations to live audiences throughout the 3-day event.

Major independent suppliers make up the largest part of the Beautyworld show, all keen to access the region's fast growing $1.7 Billion market. Leading brands such as Artessa, I Nuovi, Dolce&Mania, Essie, Schwarzkopf & Henkel, Orly, Spa Ritual, Reviderm, Power Plate, Hydroco, Balnea, Massor, Phytomer, LCN, Bajoul, Charme d'Orient, Promats, Kadus, Creative Nail Design, LPG, Babor, Omnilux, Diana of London, LIVE, Cerena, Bella Luce make up a list of hundreds of companies keen to explore new business opportunities in the Middle East.

For the third time, Beautyworld Middle East incorporates the Wellness & Spas Middle East embracing the new trends and ways to service needs of local buyers. The Wellness & Spas show will be presenting the latest in spa products and equipment, wellness equipment, cosmetics, healthcare products and equipment.

This year's edition promises to be the biggest and most exciting to date featuring a wide range of innovative services. One such products includes Bio-essence face lifting cream, presented by L.D Waxon. This cream promises to take years off your face without surgery. Its instant results of lifting sagging skin and refining facial contours has been proven by hundreds of volunteers in an uproarious and sensational face-lifting challenge held across Singapore and Malaysia.

The Molding Clinic will be presenting the Molding Mask, one of the most advanced medical and cosmetic face rejuvenation treatments that makes you look up to 20 years younger in only 10 days, without surgery or injections. Amazon Secrets Brazil will be showcasing their products developed from the combination of several plants, seeds, fruits and roots extracted from the Amazon Forest. Delta Partners will be introducing their 'Cellulette' product - this the first anti cellulite shoe, specially designed so that the area where the toes rest is higher than the area under the heel, thus activating muscles in the legs and feet. Lymphatic circulation is improved, and the purification process is given a sustainable boost. The results are a reduction in thigh measurement and smoother skin.