The popular phrase ‘success favors the well-groomed man', appears to ring true in the Middle East, as the region's men spend more time in front of the mirror and more money on personal care. According to analysts Euromonitor International (EMI), Middle East men spent $662 million on male grooming products in 2015, including shaving gear, skincare, haircare, toiletries, bath and shower, and deodorants, with this estimated to grow 25 percent over the next four years to reach $829 million in 2019. The growth is even more evident in the GCC, with the retail value of the region's men's grooming market projected to grow 32 percent from 2015-2019, increasing from $426 million to $561 million. With males paying more attention to their appearance, men's grooming forms the fifth largest segment in the Middle East beauty and personal care market according to EMI – behind fragrance, haircare, skincare and color cosmetics. And the rise of the Middle East metrosexual hasn't gone unnoticed, as global exhibitors at the upcoming Beautyworld Middle East 2016 trade show this month in Dubai prepare to showcase an inspiring array of men's-specific beauty and wellness products. "While still in its nascent stage, men's grooming at Beautyworld Middle East is growing in prominence, and more and more exhibitors are introducing dedicated skincare and haircare lines specifically targeted toward the men's segment," said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East. "The contemporary man is no longer averse to pampering himself with choice beauty products and haircare aids, while beauty treatments, skin conditioning and manicures are par for the course as part of the grooming routine, which earlier used to comprise an occasional visit to the barber for a trim and a shave." Taking place on May 15-17 at the Dubai International Convention and Exhibition Centre, Beautyworld Middle East 2016 will also feature the inaugural Battle of the Barbers competition, further underlining the growing prominence of the men's grooming segment. Hosted in partnership with the British Barbers' Association, Battle of the Barbers will pit the UAE's most talented scissor jockeys and razor whiz kids against each other in boxing ring setting as they go toe-to-toe in an effort to be crowned the undisputed champion. Up for grabs are two coveted titles - UAE's Best Barber and UAE's Best Shave, while one elite barber will go on to compete against the best from the UK and USA in a global showpiece event held in London. Meanwhile on the show floor itself, dozens of exhibitors will showcase new men's-only products, spearheaded by Italian companies Eldan Cosmetics, which is introducing its Eldan For Man skincare line, and Edelstein, a manufacturer of professional haircare products, that will showcase its Luxina brand specifically designed for barbers. "Luxina was first created as a hair pomade which evolved into a complete line dedicated to beard, moustache and haircare, tailored to the modern man, who loves taking care of himself," said Franco Pellegrini, Partner at Edelstein.
