Italian beauty brands have their sights set on the lucrative Middle East market as strong demand from countries such as the UAE and Saudi Arabia keep Italy's beauty and wellness exports on a double-digit growth path. Despite a slowdown in Europe, Italian beauty exports grew 11.3 percent in the first six months of 2015 according to the country's National Institute for Statistics, with exports of skincare, haircare, and cosmetics to the UAE alone up by 34 percent – the largest growth rate from all of Italy's international markets. Saudi Arabia is also a key player for Italian cosmetics; according to analysts Euromonitor International, the Kingdom's beauty and wellness market was worth $5.2 billion in 2015, making it a high-value destination for manufacturers of premium Italian beauty products. Most of which will be out in force at the upcoming Beautyworld Middle East 2016 trade show in Dubai, where they will launch their latest innovations, from men's grooming products, hair dyes, or organic skincreams, to hair removal equipment and professional cosmetic lines. The 21st edition of the three-day event will feature more than 1,450 exhibitors from 60 countries, and returns with popular show features, Centre Stage by Nazih Group; Hair Education by ghd; Nail it by OPI & Nazih Group; and the two-day Business in Beauty Summit. A total of 82 Italian exhibitors will span more than 1,500sqm at the three-day event when it opens from 15-17 May 2016 at the Dubai International Convention and Exhibition Centre. With 74 country pavilion exhibitors and eight standalone exhibitors, Italian participation at Beautyworld Middle East 2016 has grown by 13 percent over the previous year, further underlining the positive intent by leading manufacturers to develop the fast-growing Middle East and African market. "For a few years now, the Italian beauty industry has stressed the need to develop its international export markets, and to actively promote high-quality beauty and cosmetic products of which Italy is famous for," said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organizer of Beautyworld Middle East. "It's estimated that Italy makes approximately 65 percent of the world's makeup, and with the Middle East and Africa overtaking Latin America as the world's fastest growing beauty and wellness market last year, now is the ideal time to target this high-growth region." The Italian pavilion is one of 26 official country pavilions at Beautyworld Middle East 2016, the wider region's largest international trade fair for beauty products, hair, fragrances, and wellbeing. Among the headline Italian exhibitors at the 21st edition of the annual showcase is RCM, a manufacturer of high-end professional haircare and cosmetics products. Having found importers from Qatar and Lebanon at the previous edition of Beautyworld Middle East, RCM is returning in 2016 to launch the summer collection of its Nee Makeup line, developed by, and exclusively for, makeup professionals. Roberto Corti, CEO of RCM, said the company is also looking at introducing to the Middle East its Everline Center beauty salon franchise: "Our concept is to develop a professional environment with simple design, elegant furniture, and accessories inspired by beauty and fashion," said Corti. "The Everline Center will have training programs and we'll launch two collections every year. It will be a space not only for haircare but where the ‘total look'will be developed, offering professional hair products, essential skincare and the most wonderful and amazing make up line." Elsewhere at Beautyworld Middle East 2016, DNG Group will launch its organic Barba Italiana line of men's grooming products, including hair, beard, and shaving creams, along with finishing and styling products. "Barba Italia is dedicated entirely to the care and wellness of the man," said Giacomo De Nardis, the President of DNG Group, whose products are 100 percent natural and aren't tested on animals. "We would like to enlarge our vision of male wellness and care in the Middle East by finding distributors who want to develop the brand with us and build a strong and successful business partnership in the region. Our aim is to not only offer quality and efficiency, but also to offer something different in the market specifically for men's needs." Givieffe, a multinational that specializes in creating exclusive colours and cosmetic solutions for professional hairdressers and beauty centres, will also introduce its latest product line-up under the brands Itely Hairfashion and Revivre, while Marzia Clinic, which is making its Beautyworld Middle East debut this year, will shine the spotlight on its unique CromoAroma treatment that removes skin blemishes through aromatherapy and chromotherapy. Beautyworld Middle East 2016 focuses on the five core product groups of Hair, Nails, and Salon Supplies; Fragrance; Cosmetics and Skincare; Machinery, Packaging and Raw Materials; and Professional Equipment and Spa. Apart from Italy, Beautyworld Middle East 2016 will host country pavilions from Argentina, Bahrain, Bulgaria, Brazil, China, Egypt, France, Germany, Hong Kong, Hungary, India, Jordan, Korea, Malaysia, Morocco, Pakistan, Poland, Singapore, Spain, Taiwan, Thailand, Tunisia, Turkey, UK and USA. "Besides getting immediate and visible effects, ChromoAroma prevents the real causes of skin blemishes," said Dr. Rafaella Gornati, the owner of Marzia Clinic. "Marzia Clinic has translated chromotherapy into chromo-cosmesis, taking advantage of the power of light to create colored face masks and body muds to be used with 100 percent pure essential oils." Other headline Italian exhibitors include Cosmetics and Skincare providers diego dalla palma, Eldan Cosmetics, Lacomes, and Shot; BBCOS Hairpro, Edelstein, GIMAP, Glam's Make Up, Hair Goddess, Helen Seward, Previa, Punti di Vista, Roverhair, and Vertigo, from the Hair, Nails and Salon Supplies section; and My Organics, Dermohelix, and Equilibra, which specialise in organic beauty products.
