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Largest ever Turkish pavilion leads record international presence

21 May 2014

Middle East Africa beauty market tipped to value US$30 billion by 2019, attracting growing interest from top global majors

The largest ever Turkish pavilion at Beautyworld Middle East 2014 in Dubai next week will headline a record presence of International exhibitors targeting a booming regional beauty sector.

The strong participation from Turkey at the region’s leading international showcase for beauty and wellbeing products comes as the Middle East continues to figure prominently as a high-growth market globally.

Featuring 85 companies showcasing a wide repertoire of products and services, the Turkish pavilion will cover 1,734 sqm at Beautyworld Middle East, which takes place from 27-29 May at the Dubai International Convention and Exhibition Centre.

It will be one of 13 national pavilions eager to tap into one of the world’s most lucrative beauty and personal care markets, which according to Euromonitor International, will attract annual sales valued at US$30 billion by the end of 2018.

These include seven European pavilions with a commanding presence at Beautyworld Middle East, coming from France, Italy, Germany, Spain, Poland, the United Kingdom, and Hungary.

“European brands have always featured prominently over the years at Beautyworld Middle East,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt, organiser of Beautyworld Middle East.

“The Middle East and Africa will maintain its position as one of the fastest growing markets globally for beauty and personal care products over the next five years. The strong presence of European companies alongside the growing contingent of local brands at Beautyworld Middle East reflects this positive outlook.”

Leading the Turkish charge at Beautyworld Middle East is fragrance specialist, Seluz Kimya Kozmetik, which at 150 sqm, will occupy the largest individual stall out of 1,344 exhibitors at the three-day event.

Özge Erdoğmuş Altinel, General Coordinator of Seluz Kimya said: “The Middle East is very familiar to us and we expect our range of fragrances to be popular with regional buyers. Beautyworld Middle East provides us a convenient platform to display our product range.”

With a production capacity of more than 118 million liquid liner pens per year, German cosmetic manufacturer United Brands Marketing GmbH will also look to capitalise on its position as the world’s largest manufacturer of liquid liner pens in the world.

 “Besides Europe, the Middle East has always been the headstone of our company,” said David J. Kohen, Chief Representative of United Brands. “A quarter of our clients are set in this thriving market and we are planning on expanding that number.

“Beautyworld Middle East upholds a great influence in the region and we are looking forward to encountering all these exotic and luxurious cosmetic lovers at our booth in the German Pavilion.”

Another company reinforcing its well established presence in the Middle East is Swiss exhibitor LUZI AG. Juerg Koller, CEO of LUZI AG, said: “LUZI AG has had a strong presence in the Middle East region for more than 30 years and has built up a solid knowledge base of the local tastes and preferences.

“As last year’s participation has fully met our expectations, we are looking forward to our second exhibition at the Beautyworld Middle East. It’s a great networking platform where we can meet with our existing customers and establish new business opportunities.”

Among other leading European exhibitors looking to catch the attention of thousands of trade visitors at Beautyworld Middle East are Moellhausen SPA from Italy; Erkul Kosmetik from Turkey; Eurofragance, Iberchem SA and AIR-VAL International SA from Spain; Van Tiboli Beauty from Ireland; and Cosmelt Sarl and LPG from France.

Now in its 19th edition, Beautyworld Middle East 2014 is the largest ever, growing by 24 per cent year-on-year, covering more than 42,000 sqm of exhibition space. The largest international beauty and wellness trade extravaganza in the wider region brings together an unmatched range of international and regional exhibitors, representing a majority of the leading brands in contact with one of the world’s most exciting marketplaces.

Beautyworld Middle East 2014 focuses on the five integral show elements of Cosmetics & Skincare; Fragrance; Machinery, Packaging and Raw Materials; Professional Equipment and Spa; and Hair, Nails & Accessories.

Key features of the 2014 edition include Beautyworld ME Boutique; Fragrance Station; Walk of Beauty by Madi International; Nail It! by OPI and Nazih Group; Hair Education by Ghd; and the three-day Spa and Salon Management Summit, taking place from 27-29 May.

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