A group of 25 Brazilian companies from the hygiene, perfumery and cosmetics sector are to attend Beautyworld Middle East, the largest international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East, taking place from 15th to 17th May in Dubai.
They will attend the exhibition as participants of the project Beautycare Brazil, organized by the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry, Abihpec, and by the Brazilian Trade and Investment Promotion Agency, Apex-Brasil, to promote the sector’s products in the international market.
According to Beautycare Brazil’s manager, Gueisa Silverio, the number of companies set to attend Beautyworld Middle East has increased by 31.5% over last year, when 19 companies attended.
The 339 square meters Brazilian pavilion will be located in a prime area near one the fair’s entrance. As in the previous edition, the pavilion will have hair wash stands for companies to demonstrate hair products.
Silverio said that the expansion was the achievement of the companies’ efforts, and that they are focused on the participation in events centered on the Arab countries, on visits to the region to identify potential partners and consumer markets, and on product adjustment and compliance with health legislation.
"The Middle East is a strong market in the consumption of products from the personal hygiene, perfumery and cosmetics sector", said Silverio, speaking to the Brazilian news agency, ANBA. A survey carried out by Abihpec shows that Saudi Arabia is at 16th place in the rank of the world’s largest consumers of products from the sector. The UAE appears in 35th position, with Egypt at 47th.
According to the manager, hair products are the flagship of exports to the region, but the market shows great potential also for other categories, such as hair removal products, deodorants, fragrances, makeup, children's products, and those for bath and men.
Last year, exports to Arab countries by companies from Beautycare Brazil surpassed US$5.3 million and increased 19.1% over 2014. In all, 15 companies from the project exported to the UAE, eight to Saudi Arabia and six to Egypt, in a list of only the most representative destinations in the region. For the overall international market, companies from the project exported US$162.6 million to 97 countries. Arab nations accounted for 3.3% of the total. In 2014, the region represented only 2.5% of a total of US$183.2 million.
In last year’s edition of Beautyworld Middle East, the companies from Beautycare Brazil made 796 contacts and ended the event with expectations to generate business worth US$11.4 million. According to Silverio, the expectation for contacts and sales this year is also positive.
The 21st edition of the three-day event is taking place at the Dubai International Convention and Exhibition Centre, and features more than 1,500 exhibitors from 60 countries. The show is organised by the Messe Frankfurt group, one of the leading trade fair organisers in the world with a presence in more than 150 countries around the globe. It is open to trade visitors only, and children will not be allowed inside the exhibition hall.