More than 200 leading global players sign up for regional beauty industry's largest trade and networking event

Even as the Middle East market for beauty products continues to grow at an appreciable rate, there is also growing demand for quality packaging materials and machinery from manufacturers and suppliers of beauty and personal care products into the region.

The fact that Machinery, Packaging and Raw Materials is among the fastest growing categories at Beautyworld Middle East 2015, underlines the latent potential that exists in this market segment. According to organiser Messe Frankfurt Middle East, the Machinery, Packaging and Raw Materials segmented has grown 57% over the past four years and continues to grow at a rapid pace. It’s projected more than 200 exhibitors will showcase their latest range of products at the upcoming 20th Beautyworld Middle East.

Market research by Euromonitor International indicates that the consumption of packaging material by the Beauty and Personal Care industry in the Middle East and Africa is set to reach 5.7 billion units in 2019, up from 4.6 billion in 2014. Saudi Arabia, Egypt and the United Arab Emirates are the leading markets in the region.

Leading trends indicated by Euromonitor include increasing premiumisation, including the use of secondary packaging in order to increase product attractiveness and increase shelf life. Beauty and personal care products manufacturers are also paying increasing attention to the convenience of the customer, with novel packaging and dispensing ideas that allow for more flexible means of use.

In hot countries such as the UAE, there has been increasing use of metal aerosol cans as packaging for sun control products which has proved quite popular in the country. Another growth category has been hard plastic containers for men's deodorant products, driven by the growing attention being paid to male grooming globally.

'The growth of the projected segment at Beautyworld Middle East reflects the worldwide trend in the industry which prioritises charm and convenient packaging to increase a product's attractiveness,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East. 'Being the most effective and influential business networking platform serving the region, Beautyworld Middle East presents international exhibitors with unmatched access to most of the key trade buyers and decision makers from over 100 countries '

A large number of leading international producers of packaging materials and machinery will be present when Beautyworld Middle East 2015 kicks off in May. Among these will be Eurocap, leading manufacturers of caps and closures for perfume bottles and deodorant cans of all types.

With the Middle East representing around 60% of their market, Eurocap is launching new types of caps at the upcoming exhibition as well as total packaging solutions for customers.

Also introducing a new range of package overwrapping to the region will be Sollas Holland, leading manufacturers of wrapping material for perfumes and cosmetics. In the words of Gary Buis, Area Sales Manager: 'The Middle East is a very important market for us over the next 25 years and we are here to build on our presence in the region, where we already have quite a few customers.'

Other big names in packaging and materials that will make their presence felt at Beautyworld Middle East 2015 are: HCT, Ethimex, Piramal and La Factory.

Beautyworld Middle East is considered the leading international trade fair for beauty products, hair, fragrances and wellbeing serving the wider Middle East and North Africa region. Drawing in a widespread and varied range of international and regional exhibitors, the exhibition showcases the best of the world of beauty to one of the most exciting marketplaces.

As the preferred trade platform for the beauty and wellness industry in the wider region, Beautyworld Middle East continues to be a launch pad of choice for myriad of exhibitors looking to gain traction in the market.

Beautyworld Middle East will be featuring a wide range of special events centred around the show. They include: Beautyworld Middle East Boutique, Hair Education by ghd, Nail It! By OPI and Nazih Group, Fragrance Station and the Spa and Salon Management Summit.