Dubai, UAE: The popular phrase ‘success favours the well-groomed man’, appears to ring true in the Middle East, as the region’s men spend more time in front of the mirror and more money on personal care.
According to analysts Euromonitor International (EMI), Middle East men spent US$662 million on male grooming products in 2015, including shaving gear, skincare, haircare, toiletries, bath and shower, and deodorants, with this estimated to grow 25 per cent over the next four years to reach US$829 million in 2019.
The growth is even more evident in the GCC, with the retail value of the region’s men’s grooming market projected to grow 32 per cent from 2015-2019, increasing from US$426 million to US$561 million.
With males paying more attention to their appearance, men’s grooming forms the fifth largest segment in the Middle East beauty and personal care market according to EMI – behind fragrance, haircare, skincare and colour cosmetics.
And the rise of the Middle East metrosexual hasn’t gone unnoticed, as global exhibitors at the upcoming Beautyworld Middle East 2016 trade show this month in Dubai prepare to showcase an inspiring array of men’s-specific beauty and wellness products.
“While still in its nascent stage, men’s grooming at Beautyworld Middle East is growing in prominence, and more and more exhibitors are introducing dedicated skincare and haircare lines specifically targeted toward the men’s segment,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East.
“The contemporary man is no longer averse to pampering himself with choice beauty products and haircare aids, while beauty treatments, skin conditioning and manicures are par for the course as part of the grooming routine, which earlier used to comprise an occasional visit to the barber for a trim and a shave.”
Taking place from 15-17 May at the Dubai International Convention and Exhibition Centre, Beautyworld Middle East 2016 will also feature the inaugural Battle of the Barbers competition, further underlining the growing prominence of the men’s grooming segment.
Hosted in partnership with the British Barbers’ Association, Battle of the Barbers will pit the UAE’s most talented scissor jockeys and razor whiz kids against each other in boxing ring setting as they go toe-to-toe in an effort to be crowned the undisputed champion.
Up for grabs are two coveted titles - UAE’s Best Barber and UAE’s Best Shave, while one elite barber will go on to compete against the best from the UK and USA in a global showpiece event held in London.
Meanwhile on the show floor itself, dozens of exhibitors will showcase new men’s-only products, spearheaded by Italian companies Eldan Cosmetics, which is introducing its Eldan For Man skincare line, and Edelstein, a manufacturer of professional haircare products, that will showcase its Luxina brand specifically designed for barbers.
“Luxina was first created as a hair pomade which evolved into a complete line dedicated to beard, moustache and haircare, tailored to the modern man, who loves taking care of himself,” said Franco Pellegrini, Partner at Edelstein.
“Expressly designed for barbers, Luxina is formulated in a wide range of products that goes from wax pomades to products that follows the man during his personal ritual, accompanying him in both pre and post shaving moments.”
Elsewhere, DNG Group, another Italian company, will launch its organic Barba Italiana line of men’s grooming products, including hair, beard and shave care, along with finishing and styling products.
“Barba Italiana is dedicated entirely to the care and wellness of the modern man,” said Giacomo De Nardis, the President of DNG Group, whose products are made with 100 per cent natural essential oils, don’t contain paraffin, SLS, SLES, or GMO’s, and aren’t tested on animals.
“We’d like to enlarge our vision of male wellness and care in the Middle East by finding distributors who want to develop the brand with us and build a strong and successful business partnership in the region. Our aim is to not only offer quality and efficiency, but also to offer something different in the market specifically for men’s needs.”
Other companies introducing men’s grooming products at Beautyworld Middle East 2016 include BBCOS, which is launching its therapeutic Green Care Essence haircare line; Nazih Group with its Sexy Hair line of pomades, waxes, and hair lotions; and Conatural Bodycare, which will present its organic certified range of skin and haircare products for men.
Raffaele Bertola, CEO of BBCOS, said: “During the last few years we have observed an exponential and constant growth trend of hair cosmetics products dedicated to men, both in the context of the professional market where we are dealing predominantly, and in the mid to high end retail level.
“The trend of the men’s cosmetics market will consistently grow over the next five to ten years, and the range of new dedicated products will be increased accordingly. The main role will be kept by therapeutic treatments, but dedicated hair care lines, finishing and modelling products, and even hair dyes for men will be at the top of sales in the short to mid-term future,” added Bertola.
Beautyworld Middle East is the wider region’s largest international trade fair for beauty products, hair, fragrances, and wellbeing. The show’s footprint covers not only the Middle East, but extends across North and East Africa, Central and Southeast Asia, making it a magnet for leading international beauty and wellness brands looking for further business in the region.
Now in its 21st edition, the three-day event will host more than 1,500 exhibitors from 60 countries, and 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.
Beautyworld Middle East 2016 will also host a range of special features, including Centre Stage by Nazih Group, Quintessence – the art of perfume, the Trend Forum, Hair Education by ghd, Nail It! By OPI, the Wall of Beauty, and the two-day Business in Beauty Summit.