Sensorial Journey of Carita the latest in long line-up of special events at Dubai beauty and wellness showcase 

Dubai, UAE: An innovative spa experience taking customers through an unforgettable voyage of the five senses is the latest new feature at Beautyworld Middle East 2017, ensuring visitors to the annual trade fair in Dubai come away feeling revitalised, empowered and informed.

‘Sensorial Journey of Carita designed by centdgres Dubai’ is a live spa where visitors will be offered a bespoke treatment involving taste, sound, touch, scent and sight, with each touchpoint customised to their needs. 

The journey begins with a drink made from detoxifying ingredients, before visitors are taken through six steps, including an introduction to Carita, one of the world’s most luxurious professional beauty brands, a personal consultation, and a facial treatment with the highly advanced Cinetic Lift Expert machine using LED, Ultrasound and Microcurrent technology. 

Visitors are then introduced to Carita’s retail range of beauty products, before they’re sent on their way with a home treatment plan ensuring their skin remains invigorated, refined and illuminated.

“Sensorial Journey at Beautyworld Middle East 2017 is a comprehensive initiation to re-enchant the customers’ experience through spa by creating memorable moments at each touchpoint and engaging the five senses,” said Talya Cohen, the Business Unit Manager at L’Oréal Middle East, the owner of Carita.

“Visitors will be immersed into the luxury brand of Carita, and after one hour, will have experienced the perfect voyage through Spa.  They will leave relaxed, pampered and well informed about their skin and how to regularly look after it.”
Added Cohen: “Every sense will be touched, from seeing inspirational designs, hearing comforting music, eating ingredients that are incredibly good for the skin that are found in our products; feeling the soft precious texture of the ingredients; to creating a memorable emotion of the journey. All whilst seeing their skin transformed.” 

Sensorial Journey is a new feature in the Professional Equipment, Spa and Wellness section of Beautyworld Middle East, which runs from 14-16 May 2017 at the Dubai International Convention and Exhibition Centre. 

Gaelle Dore, General Manager of centdegres Dubai, which designed Sensorial Journey and developed the concept for Carita said: “centdegres Dubai wanted to create a spa concept where one can use and enjoy their five senses in the true sense of the word, without disregarding any of them.”

Houda Benyahia, Senior client Manager and business developer, added: “We wanted to show customers that the promise of a complete and full sensorial journey was possible from the beginning of the experience until the end, where all the senses are engaged concurrently or separately.”

Beautyworld Middle East is the region’s largest exhibition for beauty products, hair, fragrances, and wellbeing, and will feature more than 1,500 exhibitors from 60 countries in its 22nd edition.  

Sensorial Journey arrives at the annual three-day event as the Middle East, and the UAE in particular, leads from the front as a major global market for spa and wellness.  According to industry reports, the Middle East and African spa market is estimated to be worth US$3 billion, with the UAE alone comprising 14 per cent of that value.

The Global Wellness Institute also estimates that the UAE will top spa growth, with wellness-focused trips doubling from 2012-2017, with nearly one million trips added at an 18 per cent annual growth rate. 

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, said: “The introduction of Sensorial Journey is another example of how Beautyworld Middle East has evolved over time and adapted to the needs of the regional beauty industry.” 

“Last year, the exhibition attracted more than 37,000 visitors, with over 10 per cent of these expressing their interest in meeting wellness and spa exhibitors to initiate new business relations, discover the latest innovations, and expand their specialist knowledge.  Features such as Sensorial Journey familiarise industry professionals with the latest developments in their field.
“We’ll also have a one-day Spa oriented conference on the 15th of May followed by an exclusive networking cocktail,” added Pauwels.  “This conference is by invitation only and reserved for selected spa and wellness professionals.” 

The Professional Equipment, Spa and Wellness section at Beautyworld Middle East 2017 will host more than 50 exhibitors, including French companies LPG and Cindarella, MC Cosmetics from Spain, Italian manufacturer Rica, and German companies Ghareini and VitaJuwel.

VitaJuwel is exhibiting at Beautyworld Middle East for the second year in row, and will showcase its gemstone infused water bottles, vials, decanters, and dispensers.  Daniel Eisen, the CEO of VitaJuwel, said its handcrafted glass products vitalise water by restoring its original quality with a selection of precious gemstones.

“What we learned so far is that people from the Middle East are very inspired and excited about our products as they are close to nature and open minded about traditional science, health and beauty,” said Eisen. 

“As VitaJuwel gemwater bottles are a ‘Spa-To-Go’, they make up premium retail products for luxury spas and are perfectly complemented by VitaJuwel vials, decanters and gemwater dispensers.  

“Beautyworld Middle East has proven to be a wonderful marketplace to showcase our products to potential distributors and retailers in the region, especially to luxury resort spas and Wellness Centres,” added Eisen.

Other product groups at Beautyworld Middle East include Hair, Nails & Salon Supplies; Cosmetics & Skincare; Machinery, Packaging, & Raw Materials; Personal Care & Hygiene; and Fragrance Compounds & Finished Fragrance.

The annual showpiece will also return with other inspirational highlights such as the Battle of the Barbers, Quintessence, Hair Education by ghd, Nail It! By OPI, a summit highlighting beauty trends, and Centre Stage by Nazih Group - a three-day educational showcase highlighting the latest trends and developments in the beauty industry.

Beautyworld Middle East is ideal for global players to launch their latest products and network with thousands of retailers, distributors, wholesalers, beauty professionals, importers and exporters from throughout the wider region and beyond.