A special report on Beautyworld Middle East 2013
“A Perfume is a message in a bottle. It’s not a smell. It’s an Impression, an idea.”
~Luca Turin, Perfume critic and Author~
Visiting the enigmatic Souks of the Middle East, always leaves one in a haze of de-ja-vu, the hazy mix of aromas, reminiscent of a time gone by. It is these heady scents that stay with the traveler long after he leaves the region — smells of frankincense, oud and amber. One that he/she associates as the scent of the Middle East. Perfumes have played a strong role in the Middle Eastern culture, and incidentally, it is here that the perfume industry first made its appearance.
Frankincense is the main ingredient in all Middle Eastern perfumes which are popularly known as Oud, Attars and Bukhoors. The Frankincense is grown mostly in Salalah, Oman and Somalia, in Africa. There was a time when it was one of the most precious commodities of trade along the Silk Route.
The Oud however is natural fragrant wood. Bukhoor is a mixture of different aromas and are available in round pieces that can be lit around houses or outdoors. The base of traditional Arabian perfumes is jasmine, oud, musk, rose flower and amber. The best of these roses are grown in the Taif valley in Saudi Arabia.
In the Middle East, the perfumes are mostly developed from Agarwood and oil, whereas in the West it is mostly flower based. The earliest record of a perfumer was a woman from the Middle East Region of Mesopotamia (present day Iraq) around 2nd millennium BC. In 2012, the FFA (Fragrance Foundation of Arabia) reported that the per capita consumption of perfumes in the Middle East was estimated at USD 380 annually and is among the highest in the world. Not surprising, considering that historically the region has seen the genesis and a strong predilection for the aroma industry.
With such a grand history behind it, it is only natural to find the Middle East is a place where consumers put a lot of emphasis on fragrances, and as such, is a market under constant growth and development.
FRAGRANCES OF ARABIA: BEAUTYWORLD MIDDLE EAST 2013
This tremendous growth and potential of the fragrance market in the region will be underlined at a leading international trade fair, Beautyworld Middle East 2013 when it takes place in Dubai at the end of May.
According to research by Euromonitor International, official knowledge partner for Beautyworld Middle East, the per capita spend on fragrances in the UAE is expected to reach Dhs128 (USD 34.90) by 2017 — which is 90 percent more than the U.S.A. reaching Dhs67.57 (USD 18.40) by 2017.
This rise in consumption in the UAE will drive further growth in the fragrance market, which is predicted to be worth approximately Dhs1.13bn (USD 307m) by 2017, and this ongoing pattern of growth underlines the continuing importance of fragrances as a segment of the thriving beauty and wellness market in the region. Reflecting this continued growth curve, Beautyworld Middle East will enjoy a 9 percent increase in the number of fragrance exhibitors participating in this year’s edition. Some 16 percent of the 1,000+ exhibitors confirmed for the three day trade fair are in the business of fragrance.
Furthermore, the exhibition will feature a new dedicated section for luxurious, niche beauty products called the Beautyworld Middle East Boutique. This dedicated area will include the Elements showcase brought to the Middle East for the first time all the way from New York. Elements is a trade show specifically dedicated to high end niche fragrances. Top brands to feature within the Elements showcase will include: Cire Trudon, Illuminum, Bond No. 9, Legart Forschungsatelier, Yosh, Atelier Flou, Nuhi and Mona di Orio, to name a few.
“Fragrances have always been and will continue to form an important part of the regional heritage and lifestyle.
“Though lifestyles and tastes have changed remarkably over the years, the Middle East continues to value perfumes highly. Global fragrance majors are pulling out the stops to develop fragrances attuned to the preferences of this region and we expect to see a large number of these on view at Beautyworld Middle East 2013.”
— Ahmed Pauwels, CEO of organiser, Epoc Messe Frankfurt
Already reputed as one of the world’s premier trade fairs for the beauty and wellbeing industry, Beautyworld Middle East will feature a range of new elements, additional features and a wide variety of products and services.
PRODUCT LAUNCHES AT BEAUTYWORLD MIDDLE EAST 2013
“Beautyworld Middle East is a major springboard for us as we look to strengthen our presence in the region. The show is known to attract a wide spectrum of regional buyers, who we are looking to target through our participation here.” — Guatam Siyal, Vice President, Jaywir/European Perfume Works Co LLC, who will showcase their range of perfumes, colour cosmetics and skin care products at the exhibition in May
Also looking to make a favourable impression at Beautyworld Middle East 2013 is Louis Cardin Perfumes. Their Marketing Manager said: “Beautyworld Middle East is an important show to present your products if you wish to become successful in the region. This will be our second year participating and we hope to use the opportunity to spread further awareness on our new perfumes and deodorant sprays and to establish our trade in this region by meeting potential business partners.”
Beautyworld Middle East 2013 will feature a wide range of product launches by international brands. Trade buyers, retailers, distributors and beauty industry professionals from around the world are expected to turn out in strength for the three-day trade fair which welcomed visitors from over 100 countries in its last edition.
Beautyworld Middle East 2013, will also have a full complement of additional features including, the Spa Management Summit and the Salon Management Summit, Face It by Enigma Group, Tone It by Pantone, Nail It by OPI, the Walk of Beauty in association with Madi International, Hair Education from the Salon Educators and MyHairdressers.com and the Natural and Organic Cosmetics Workshops brought to the region by Organic Monitor.