Beautyworld Middle East, the global trade fair for beauty products, cosmetics and perfumery in the region, will focus on education in this year's edition.
Ahmed Pauwels, Chief Executive Officer, Epoc Messe Frankfurt, the organisers of the fair, said: "We have identified the need for increased education in the sector. With the support of key industry experts we are introducing workshops on health and safety standards and procedures within salons and some innovative new concepts to Beautyworld Middle East 2010. Seminars and demonstration focusing on hair, nails and cosmetics are also being arranged."
In 2009, as many as 700 exhibitors participated in Beautyworld Middle East and a large number of those exhibitors are expected to return for this year's edition. The show received more than 15,000 trade-only visitors, 84 per cent of whom are in charge of sourcing and purchasing products and services.
Running for the fifth consecutive year show feature the Walk of Beauty will showcase the region's leading professional hair stylists and makeup artists in an interactive environment. Other key show features include the Orchid Beauty Awards, which enjoyed a successful launch in 2009 and the Beauty Queens, which will back for the third consecutive year.
Epoc Messe Frankfurt has also reported a 50 per cent increase in US exhibitors from 2009; a 21 per cent increase in the UK pavilion and 15 per cent and 14 per cent increase in UAE and Turkish pavilions respectively.
Ms Elaine O’Connell, Senior Show Manager, Beautyworld Middle East commented: “We believe this increase is strongly due to the fact that companies are revisiting their business strategies in today’s climate and so it is important for them to reach out to other markets. Being the largest international trade fair of its kind in the wider Middle East region, it provides our exhibitors with the ideal platform in which to do this.”
The 15th edition of Beautyworld Middle East will take place from June 1 to 3 at Dubai International Convention and Exhibition Centre. Visit www.beautyworldme.com