As the pre-eminent trade show for beauty products and wellbeing serving the wider Middle East, Beautyworld Middle East has over the years featured the cream of international beauty brands looking to engage with the Middle East markets. The 2019 edition of the industry's largest trade and networking platform in the region will not only have an enticing array of leading international beauty brands, but will also boast of a heady Spanish flavor. Beautyworld Middle East 2019 will welcome more than 1,750 exhibitors from 62 countries, when doors open on April 15 at the Dubai International Convention and Exhibition Centre. The Spanish contingent will be among the most prominent with more than 50 participating exhibitors taking up as much as 1,000 sqm of exhibition space this year. According to STANPA, the Spanish cosmetic, toiletry and perfumery association, who are responsible for bringing together more than 50 leading Spanish companies to Beautyworld Middle East 2019, Spain is the third largest exporter worldwide for perfumes and among the Top 10 globally as exporters of beauty and personal care products. The Middle East region is an extremely important market for Spanish companies, with exports to the region being worth more than $272.19 million. The UAE is the third largest non-EU destination for Spanish beauty products registering $110 million in sales. Saudi Arabia was the next largest consumer of Spanish beauty products taking up $45.3 million. "Exhibitors from Spain have always formed an important and influential segment at Beautyworld Middle East over the years and this year their presence has been reinforced," said Elaine O'Connell, Show Director of Beautyworld Middle East. "Spanish beauty products and brands have carved out an enviable niche in the market and they have contributed significantly to boosting the show and trade in the region." Viewing their presence at Beautyworld Middle East as a great opportunity to engage with key market figures was Josep Maria Sainz Valls, CEO of the Anubis Cosmetics Group: "Beautyworld Middle East is the must attend event for skincare manufacturers around the globe who desire to enhance their business relations with professionals from Middle East, Asia and Europe. It is a referral fair for the beauty channel worldwide. "For Anubis Cosmetics Group being at BWME Dubai means a great chance to enhance brand awareness in the Middle East. It's a great way to develop synergies among visitors and professionals related to the sector, and a great platform to search for potential partners that are looking for the distribution of skincare brands," he said. Sergio Garcia, export manager for Nirvel, felt that the show presented a golden opportunity to showcase their wide range of products and establish direct contact with customers, potential customers and suppliers, among others: "To be connected with the sector, to know first-hand the latest trends, how it is innovating, what new features are presented, what services are offered," he said. "Nirvel will be showcasing hair products under the Nirvel Professional brand, and facial and body cosmetic products under the LeviSsime brand." Summe Cosmetics is a Spanish company focused on the professional sector. Gustavo Cardono Chorro, export manager said: "Our company has developed a great network of satisfied customers and our intention is to provide to them the possibility of implementing their knowledge and skills with the support of our technology. With SummeCosmetics products, the star is the aesthetician professional, because they can create a unique solution to each of their customers." In addition to Spain, other country pavilions at Beautyworld Middle East 2019 will be from: Argentina, Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Korea, Morocco, Pakistan, Singapore, Taiwan, Thailand, Turkey, UK, the USA and for the first time in 2019, Belgium, Romania and Lithuania. Headlining the act of new highlights in 2019 is Front Row, a three-day program of live makeup, hair, and nail demonstrations delivered by the region's premier beauty artists, influencers, and creative talents. Here, interactive talks will be interspersed with bold, theatrical runway shows presenting the latest trends in the regional and global beauty market. Ready to Beauty is another new feature this year, a dedicated showcase of hand-picked brands from across the globe that answer the needs and wants of a multicultural Middle East and African audience. From established brands with an existing international footprint to start-up niche labels eager to test new waters, Ready to Beauty will put the spotlight on the latest shades of beauty unique to the consumer with darker skin tones. Beautyworld Middle East's organiser Messe Frankfurt Middle East also confirmed all the regular popular features will be back in 2019, including the 4th edition of Quintessence, an exclusive showcase of niche perfumes. Battle of the Barbers, a live three-day competition organised by the British Barbers' Association (BBA) in partnership with Beautyworld Middle East, will also return for its 4th year, where the UAE's finest male grooming technicians will battle it out for two coveted titles: the UAE's Best Barber and UAE's Best Shave. The Fragrance Station and Nail It! By OPI and Artistic – a nail art competition – are other retuning features, along with a series of informative workshops and seminars covering topics such as understanding different product regulations in various Gulf markets, and women entrepreneurship in the beauty business. — SG
