Ten exclusive show highlights and more than 100 product launches mark 22nd edition of region’s largest beauty and wellbeing trade fair

Dubai, UAE, May 14, 2017:  Beautyworld Middle East, the region’s largest international trade fair for beauty products, hair, fragrances, and wellbeing was opened today (14 May 2017) by His Highness Sheikh Hasher Bin Maktoum Al Maktoum, Director General of Dubai’s Department of Information. 

Featuring 1,580 exhibitors from 60 countries, the three-day event runs until 16 May 2017, spanning 55,000sqm at the Dubai International Convention and Exhibition, making the 22nd edition 11.5 per cent larger than the previous year. 

“With 22 country pavilions, ten exclusive show highlights, and more than 100 product launches, there’s plenty to look forward to over the next three days, as the who’s who of the global beauty and wellness industry gather under one roof,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East.  

“With each passing year, Beautyworld Middle East continues to reinvent itself as the focal point of the region’s vibrant beauty and wellness industry.  Our vision is to continue to take innovation across the region and beyond, and with the biggest names in the business with us this week, we’ll continue to serve the market and join with our exhibiting partners to grow and develop further.”

Among the special features gathering plenty of attention from the professional beauty audience was Hollywood Hair Artist Guy Tang, who was making his first appearance in the Middle East.  Using the hashtag #Hairbesties, Tang has attracted millions of followers on his YouTube, Instagram and Facebook social media platforms with a unique style of providing education through entertainment.
Tang is sharing his techniques for creating perfectly crafted metallic tones and stunning pastel hues using Olaplex hair strengthening treatment at Centre Stage by Nazih Group – a three-day educational showcase highlighting the latest trends and developments in the beauty industry.

Another new feature was Sensorial Journey by Carita & centdegres, an immersive spa experience engaging the five senses. Trade buyers lucky enough to experience the live spa were offered a bespoke treatment involving taste, sound, touch, scent and sight, with each touchpoint customised to their needs.

Also bringing in the crowds was Quintessence – the art of perfume, where 23 exclusive hand-picked perfume brands were on show, while the artists behind the most unique scents in the market today are offering workshops into creating a truly wonderful fragrance.

Showcasing six premium fragrance brands at Quintessence is OBS Lifestyle, whose CEO Andy Moss said: “We’re presenting Maison Francis Kurkdjian, Thomas Kosmala, Ormonde Jayne, Herve Gambs, Ulrich Lang New York and Esteban this year. 

“Quintessence last year proved to be very successful, especially from a business point of view.  It allowed our portfolio to be presented across markets both in the UAE and outside, and led to the establishment of several key business relationships. It’s an amazing platform to showcase our premium luxury brands, and we are hoping for even more of a successful show this year.”

Elsewhere, spa owners, managers and professionals will line up for the Economics of Wellness Conference taking place on 15 May. The conference will discuss and analyse strategies through which regional spa providers can secure their return on investments, and capitalise on the changing needs of the region’s sophisticated consumers.

Conference Chair Daniela Ross, who is also co-founder of Wellness Inc. Middle East said: “One of the greatest things to come out of the region lately on the subject is the focus on happiness.  The UAE launched a government department of happiness lead by the Minister of State for Happiness who is rolling out a multitude of initiatives across the UAE.  

“They have also put together The World Happiness Council which is a global group who will lead the way on research and are tasked with compiling a report which covers health, education, environment, personal happiness, happy cities and community standards for happiness.

“This focus on happiness will give the wellness industry a great opportunity to raise the bar and become more and more involved in helping people to achieve this. The UAE is certainly leading the way on a global scale and will surely be something that the rest of the world will follow so that we can make this world a better place for us and for the future generations,” Ms. Ross added.

Meanwhile, the Battle of the Barbers began in style, with the UAE’s finest male grooming specialists going toe-to-toe live in a boxing ring setting, as the battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave.

This is in addition to more than 100 product launches scheduled across the six product groups of Hair, Nails, & Salon Supplies; Cosmetics & Skincare; Machinery, Packaging, and Raw Materials; Professional Equipment, Spa & Wellness; Fragrance Compounds & Finished Fragrance; and Personal Care & Hygiene.  

Fragrance house Moellhausen from Italy was optimistic with its outlook for the show and the market as a whole. Showcasing 64 fragrances targeted at VIPs and perfume manufacturers, the company is looking to make a big impression. 

Valerio Tateo, Moellhausen’s Marketing Manager, said: “For us, Beautyworld Middle East is an excellent opportunity for creative dialogue with the most qualified professionals in the world of perfumery, fashion, and luxury. It’s an important time for mixing diverse ideas, materials and skills with an avant-garde spirit that is essential for identifying new directions and bold olfactory dimensions. 

“Driven by innovation, we’re presenting a selection of original fragrances that demonstrate how the company’s ability stems from its integration of artistic flair, marketing intelligence, advanced production technology, constant research and development, and careful quality control.”

Other highlights at Beautyworld Middle East 2017 include the two-day Business in Beauty Summit sharing insights into the trends shaping the beauty and personal care industry in the region; and Hair Education by ghd - With the lowdown on the latest hair styling trends from industry experts. 

Nail It! By Artistic Nail Design & OPI also returns, featuring nail care professionals displaying their skills in everything from basic manicures to sculpting and nail art, while the Fragrance Station presents a selection of fragrances from a variety of exhibitors.