The 21st edition of the region’s largest international beauty and wellness trade show featured 1,530 exhibitors from 60 countries, and attracted 37,553 visitors from 135 countries.
The massive 26% year-on-year jump in visitors and 9% increase in exhibition space comes as the Middle East and Africa (MEA) forges ahead as the world’s fastest growing market for fragrances, haircare, color cosmetics, skincare, men’s grooming, spa and wellness.
Valued at US$25.4 billion in 2015, the MEA’s beauty and personal care market is estimated to grow 6.4% over the next five years according to analyst Euromonitor, reaching US$34.7 billion by 2020.
The impressive growth helps explain the buzz of activity right up to the last minute at the three-day Beautyworld Middle East event, before the doors finally closed on 17 May 2016 at the Dubai International Convention & Exhibition Centre.
“Beautyworld Middle East 2016 has been hugely successful, drawing in a record number of visitors to meet new suppliers, experience new products, and draw inspiration from the latest trends and innovations that are rocking the global beauty and wellness market,” says Ahmed Pauwels, CEO of the show’s organiser Messe Frankfurt Middle East. “There’s no other place in the world where there’s such a diverse mix of exhibitors and visitors, all under one roof, at one time.”
The international flavour of Beautyworld Middle East 2016 was underlined by 22 country pavilions, including a Brazilian pavilion of 25 companies that expect to generate more than US$13 million worth of business as a direct result of exhibiting at the show.
Cosmetics & Skincare is the largest section at Beautyworld Middle East, and featured more than 600 exhibitors in 2016, including L’Oréal, one of the world’s largest cosmetics companies. The French powerhouse was a debut exhibitor, showcasing its NYX Professional Make-up range.
Mohammed Bouarib, product manager for the NYX Consumer Product Division at L’Oréal Middle East, said the popularity of NYX coincided with the rise of digital throughout the Gulf region: “We work with a lot of bloggers, and this is something very fundamental for NYX,” said Bouarib.
“The NYXArabia Instagram account, which launched in August last year, has 365,000 followers, and the bloggers we work with have a potential reach of between 8-10 million followers. Consumers in the Middle East are big fans of make-up and they have huge potential with bloggers. NYX enables everyone to be their own make-up artist.”
Spanning 53,000sqm, Beautyworld Middle East 2016 featured eight special events, more than 60 product launches, and a two-day Business and Beauty Summit.
Other debut features included Quintessence – the art of perfume, where 10 hand-picked niche perfumes were on display; a Trend Forum sharing the latest beauty packaging and consumer trends; and the Wall of Beauty, presenting a photo collage of stunning works from the region’s talented hair, nail, and make-up professionals.
The 22nd edition of Beautyworld Middle East returns on 14-16 May 2017 at the Dubai International Convention & Exhibition Centre.