Update from Dubai's Beautyworld Middle East


The biggest news from the event

Last week saw the 20th Beautyworld Middle East event in Dubai, with several breaking news stories and many new product launches.

Research unveiled at the conference revealed that the Middle East and Africa (MEA) have now overtaken Latin America as the world's fastest growing beauty market. According to Euromonitor International, the retail value for MEA's personal care market is now $25.7bn, with an estimated annual growth rate of 4.8% until 2019.

For the first time, the event included a pavilion dedicated to organic and natural cosmetics. Global demand for these products is growing, reaching nearly $30bn in 2013, according to Kline % Company. The Middle East makes up just 0.1% of this market but Didier di Fusco, General Manager of Groupe Trianon, predicted that this could grow. He said: "While we don't expect organic cosmetics to grow above three per cent of the overall market, if it grows to even as much as three per cent, then it will be 30 times more than it is now, so the potential for growth is huge."

French exhibitor Didier Rase launched a new male grooming product – a premium, 'all in one' anti-ageing skin care product called Integrall. The product makes use of Phyto-androzyme, a patented molecule. Dali Khiri, Export Sales Director at Integral, explained: "This unique molecule combats the enzymatic breakdown of testosterone, the specific hormone that determines the overall state of men's skin." Khiri added that male cosmetics are still a niche product in the Middle East region, but are steadily growing at 12% each year.

Another new product came in the Hair, Nails & Salon sector, which saw the debut of Naily – an automatic nail printing machine from Korea. The machine is said to print ten nails in less than 30 minutes, up to four times quicker than a standard salon. Prem Menghani, Managing Director of Avika, the Middle East distributor of Naily, said: "“Naily is the ideal solution because it produces perfect results and beautiful designs on nails within a very short amount of time. With a good top coat, it lasts just as long as regular nail polish, and because it’s quick and accurate, more customers can be handled which brings about an increase in revenue at salons.”

Beautyworld Middle East also saw a huge increase im the number of Brazilian exhibitors, as imports from the nation reached $15.5m in 2014. South American brand EST introduced three new product lines, including its Juatinga hair care range and a new line of baby skin and hair care.

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The three day event saw more than 100 product launches in total. At 48,593sqm, the exhibition was 9.5% bigger than the previous year with 60 countries represented.