Beautyworld set for unblemished growth

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By M. Sen | Special to GN Focus


Looking good is big business, the region’s largest beauty and wellness event proves. Beautyworld Middle East, which begins today at the Dubai International Convention and Exhibition Centre and runs until Thursday, is at least 24 per cent larger than last year, say organisers.

The impressive growth is indicative of the increasing appetite for cosmetics in the Middle East and Africa (MEA), where the market for beauty and personal care has grown 8 per cent year-on-year from 2008 to 2013, according to business analyst Euromonitor International. Regional sales reached $24.2 billion (Dh88.9 billion) last year.

Robust growth

According to Euromonitor, fragrances were at the forefront of MEA beauty and personal care sales in 2013, accounting for 19 per cent ($4.6 billion) of total sales, followed by haircare (17 per cent) and colour cosmetics and skincare (both 13 per cent). Saudi Arabia is the largest market with sales of $4.1 billion, while the UAE led in per capita spend, with an average of $156 per head.


“The continued growth across all sectors indicates the robust health of the business of beauty in the wider region,” says Ahmed Pauwels, CEO of Epoc Messe Frankfurt, organiser of the event.


According to Euromonitor, MEA was second only to Latin America as the industry’s fastest-growing region over the past six years. Annual sales in the region are expected to exceed $30 billion by 2019.


Now in its 19th year, the show is considered the region’s leading trade and networking event for the industry.


More than 1,300 exhibitors from 52 countries are coming to the show, from Peru to Ukraine. There will also be new country pavilions from the UAE, Singapore, Ireland, South Africa and Malaysia.


Global industry

“Beautyworld Middle East’s constant growth also reflects the international significance of this region. As global brands continue to engage with regional buyers we expect them to increasingly adapt their products to align with local tastes and preferences,” 
says Pauwels.

Last year’s Beautyworld Middle East set new records in terms of both exhibitor participation and trade visitor turnout. With 1,096 participating exhibitors from 52 
different countries, the exhibition drew more than 25,000 trade visitors and buyers.

Spa tourists

Residents and visitors to the UAE could be spending nearly half-a-billion dollars at spas in a few years’ time. Research analyst Euromonitor estimates the retail value of the spa industry here will reach $440.1 million (about Dh1.6 billion) in 2017 — one-third more than in 2012.


With the growth of wellness tourism globally, spas are expected to benefit from the expansion of urban centres in the Middle East, which are increasingly attracting international events.


“Luxurious spas are a high interest area in the region. With more people increasingly aware of the health benefits of spas and what is available internationally, operators in the region will be expected to offer services that comply with international guidelines,” says Ahmed Pauwels, CEO of Epoc Messe Frankfurt, organiser of the Beautyworld trade fair.


The event features a dedicated Professional Equipment and Spa area, and the Spa and Salon Management Summit — running parallel to the fair — which will conduct critical discussions on best practices in the industry.


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