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26 May, 2015

Beautyworld Middle East 2015 marks 20th anniversary celebrations

Khloe Kardashian, Miss Teen Universe, headline regional brand launches as three-day event opens with 13.5% y-o-y growth

Dubai, UAE: Beautyworld Middle East 2015 got off to a glamourous start in Dubai today (26 May), with international celebrity product launches grabbing the headlines in what was a memorable opening day at the region’s largest trade fair for beauty, hair, fragrances, and wellbeing.

The 20th anniversary edition of the three-day event was flagged off by H.E. Dr. Rashid Ahmed bin Fahad, UAE Minister of Environment and Water, and Chairman of the Board of Emirates Authority for Standardization and Metrology (ESMA).

Running until the 28th May at the Dubai International Convention and Exhibition Centre, Beautyworld Middle East 2015 features 1,450 exhibitors from 60 countries, 24 Country Pavilions, and with a 13.5 per cent increase in net exhibition space over the previous year, is larger than ever before.

American reality TV star Khloe Kardashian brought a touch of international glamour to the show floor early on the first day, when she launched the Kardashian Beauty line of hair care products at the Anda International stand.

A member of Abu Issa Holding, Anda International is the sole distributor for the Kardashian Beauty Line in the Gulf Cooperation Council (GCC). The product range includes Black Seed Dry Oil, Blow dry cream, Curl-Defining cream-Gel, shampoo and conditioner, as well as accessories including flat irons and hair dryers.

Elsewhere, Miss Teen Australia and former Miss Teen Universe, Jasmine Stringer, was another star adding pep to the proceedings, presiding over the Middle East launch of Skin O2 Australian Doctors Formula Cosmetics.

Ms. Stringer is an official beauty brand ambassador for the Australian product line-up that includes Cosmedical skincare, make up, and professional advanced anti-ageing spa solutions. SkinO2 will be distributed in the UAE through Cherish Cosmetics.

“Skin O2 Doctors Formula Cosmetics will be popular the Middle East because it has been created to meet the huge growing demands in this niche Cosmedical market,” said Alison Atia, Managing Director of Skin O2.

“What makes it particularly unique is its Australian heritage; the Australian climate is very harsh on the skin, similar to the Middle East, and that has helped shape Skin O2 to be where it is today.”

Beautyworld Middle East 2015 focuses on the five core areas of Cosmetics & Skincare (625 participating exhibitors), Hair, Nails & Salon Supplies (323), Machinery, Packaging & Raw Materials (227), Fragrances (170), and Professional Equipment & Spa (50).

Highlights of the 20th edition include the launch of Centre Stage by Nazih Group – a three-day educational showcase highlighting the latest trends and regulations in the regional beauty industry; and the launch of an Organic and Natural Pavilion.

More than 29,000 trade visitors from 120 countries are expected to pass through the gates in the next three days, including for the first time, a Chinese delegation of more than 30 C-level executives searching for the latest global beauty products and trends.

“Beautyworld Middle East's growing intercontinental footprint underlines the massive potential that exists in the Middle East and Africa region, which is now the world’s fastest-growing beauty and wellness market,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, organiser of Beautyworld Middle East.

“Over the past twenty years, the show has grown from modest beginnings into a ‘must-attend’ international trade and networking mega event for anyone involved in the beauty and wellness industries.

Among the major country pavilions at Beautyworld Middle East 2015 are Italy, with 67 exhibitors and an 11 per cent growth over last year, Germany (41 exhibitors and 11 per cent growth y-o-y), France (102 exhibitors and 15 per cent y-o-y growth); USA (26 exhibitors); UK (20 exhibitors); Spain (40 exhibitors) and Turkey, (99 exhibitors). Nearly 25 per cent of exhibitors are based in the UAE.

Running alongside the main exhibition is the highly-popular Hair Education by ghd, a three-day educational showcase split into two main areas – an inspiration zone and a styling zone.

Meanwhile, the two-day Spa and Wellness Management Summit on 26-27 May focuses on the latest developments and regional trends of the Middle East spa industry with a power-packed line-up of 24 international and regional speakers.

Other major attractions at Beautyworld Middle East 2015 include the Beautyworld Middle East Boutique, an A-List showcase of global beauty brands looking to enter an eager market; and the Fragrance Station, a unique display of more than 150 compound fragrances, from popular western scents such as rose and leather notes, to well treasured Middle East perfumes such as amber and oud.

Beautyworld Middle East also features the seventh consecutive Nail it! by OPI competition for top nail care professionals and technicians in the region; and ‘Face It! by Grimas ME’, where regional artists battle for the title of Best Make-up Artist in the Middle East.

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  • 2015