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Middle East and Africa the driving force of global beauty market

19 Apr 2016

Saudi Arabia, UAE key to regional dominance as final countdown begins to Beautyworld Middle East 2016

Dubai, UAE: The Middle East and Africa will be the driving force behind the future growth of the global beauty and personal care market, with the UAE and Saudi key to regional dominance, according to new research.

Data by analysts Euromonitor International (EMI) show the MEA’s US$25.4 billion beauty and personal care market will grow 6.4 per cent annually over the next five years, the fastest growth rate of all regional markets, and more than double the global average of just three per cent.

According to EMI, Saudi Arabia is at the forefront of the regional beauty spend, with the Kingdom set to rack up sales of fragrances, hair care, skin care, colour cosmetics, men’s grooming, and bath and shower products worth US$9.3 billion by 2020, up from US$5.3 billion in 2015.

The UAE slots into third position behind Saudi and Iran (US$2.9 billion), with sales in 2020 estimated to reach US$2.7 billion by 2020, a six per cent annual growth rate from US$2 billion in 2015.

However, at US$239, the UAE leads the region in per capita consumption, putting the Gulf country in 9th place globally.  This is set to grow to US$295 by 2020, with Saudi close behind at US$273, a 60 per cent surge on the US$168 per capita spend in 2015.

The latest market updates were revealed at a press conference today (Tuesday 19 April) for Beautyworld Middle East 2016, the region’s largest international trade fair for beauty products, hair, fragrances, and wellbeing.  The healthy state of the regional market is also reflected in the upward trend of the three-day exhibition, which takes place from 15-17 May at the Dubai International Convention and Exhibition Centre.

Now in its 21st edition and spanning 53,000sqm of exhibition space, Beautyworld Middle East 2016 will have grown by nine per cent over the previous year, and will feature more than 1,500 exhibitors from 61 countries when it opens next month.

The impressive international flavour is underlined by 21 country pavilions, including for the first time from Bulgaria, while Malta, Nigeria, and Ukraine are among the debut exhibitor countries. Local support is also strong, with more than 200 UAE exhibitors covering 7,000sqm of exhibition space – an eight per cent growth over 2015.

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, said: “Beautyworld Middle East has always been a crucial networking platform, delivering lucrative business opportunities in a Middle East and African market that, in 2015, overtook Latin America as the world’s fastest growing beauty and personal care market, and continues to drive future global growth.

“It will again play host to scores of innovative new product launches putting it at the forefront of global beauty industry, from diamond and black pearl infused hair treatments, to organic men’s grooming products.

“But what stands out this year is the wide range of brand new events and educational features, making this the most value-added edition of Beautyworld Middle East in its 21-year history.”

At the show’s press conference, Pauwels referred to a series of features and competitions targeted toward thousands of regional haircare, spa and salon professionals, as well as traders, consultants, retailers, business owners and operators.

Among these include Quintessence, a dedicated area in the fast-growing Fragrance section, where the spotlight will shine on a selection of hand-picked premier and niche perfume brands, offering an insight into the creative process behind the most unique and rare scents available in the market today.

UAE’s barbers and male grooming technicians will also go toe-to-toe in a boxing ring setting to be crowned the undisputed champion in the inaugural Battle of the Barbers competition, while the Middle East Trend Forum will offer crucial insights into consumer tastes and preferences, highlighting topical issues, from the effect of digitisation on product life-cycles, to organic’s growing influence cosmetics and skincare.

Finally, a one-day workshop on permanent and semi-permanent make-up will precede a revamped two-day Beauty in Business Summit, while a Wall of Beauty will present a collage display of stunning works from Middle East makeup, hair, and nail professionals.

“That’s not to mention a captivating programme at our headline feature, Centre Stage by Nazih Group, while other returning popular events include Hair Education by ghd; Nail It! by OPI; and the Fragrance Station,” added Pauwels.

Other speakers at the Beautyworld Middle East 2016 press conference included Nazih Hamad, Managing Director of Nazih Group, and Iyad Hijjawi, Business Development Consultant at Euromonitor International.

Mr. Hamad outlined a vastly enlarged programme for the 2nd edition of Centre Stage by Nazih Group, a three-day platform turning the spotlight on fashion, trends and education.

The star act of the live showcase will be celebrity hair colourist Tracey Cunningham, who will share her experiences creating the ‘celebrity look’ using hair strengthening and bond building treatment, Olaplex.

Other International stylists and technicians from Europe and North America will convene at Centre Stage by Nazih Group bringing with them the latest in hair, skin and make-up education using high-end brands such as Revlon Professional, American Crew, John Paul Mitchell Systems, Ardell, Duo, Keratin Complex, Jessica Cosmetics, Stage Line Professional Make-up, and Casmara. 

“Our mission is to speak to everybody and make sure that the brands we represent are answering and providing the professional beauty industry needs, from the stylist that likes the classic look to the makeup artist that is searching the latest contouring trends,” said Hamad.

“We’re the pioneers in this industry and I am convinced that the show we’ve put together at Beautyworld Middle East will inspire the audience with the latest fashion and styling trends for hair, nail, makeup and skin.”

Beautyworld Middle East focuses on the five product groups of Hair, Nails, and Salon Supplies; Fragrance; Cosmetics and Skincare; Machinery, Packaging and Raw Materials; and Professional Equipment and Spa.  The annual trade fair will also feature an Organic and Natural Pavilion, dedicated to skincare, cosmetics, soaps, hair care and make up made from naturally sourced and organic raw materials.  More information is available at: