Beautyworld Middle East To Spotlight Increased Demand For Anti-ageing Products
As the global demand for skin care solutions continues to develop at a rapid pace, specialised products that combat the effects of ageing are also proving to be highly popular among consum-ers worldwide.
This was indicated in recent research conducted by Euromonitor International, official knowledge partners of Beautyworld Middle East – the largest international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East. The 2012 edition which will be held from May 29th to 31st will feature a large number of exhibitors showcasing a range of anti-ageing products.
According to the findings, global expenditure on skin care has grown by 29% over the last five years, with consumers spending as much as US$ 2 billion a week globally on skin and sun care products. This growth is expected to continue, driven by increasingly beauty conscious over-50s and younger people looking to combat the effects of ageing from an early stage.*
International cosmetic manufacturers are constantly researching to develop new product lines and working out differentiated approaches to gain a greater share of the anti-ageing pie. From the initial emphasis on women in the 30-40 year age group as the main target for anti-ageing so-lutions, manufacturers are now adopting a branded approach with a range of products aimed at various different age groups.
The market for anti-ageing solutions has also succeeded in breaching the gender barrier, with increasingly image conscious men joining the search for anti-ageing and skin care products. Ac-cording to Euromonitor International’s estimates, the male-oriented skin care market was valued at as much as US$ 2 billion in retail value last year.
“There has been a pronounced shift towards greater image and beauty consciousness worldwide, a trend that has been matched by consumers in the Middle East,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt, organiser of Beautyworld Middle East 2012. “Being the foremost trade and networking event for the beauty industry, Beautyworld Middle East will be showcasing a wide range of anti-ageing and specialised skin care products from a large number of exhibitors,” he added.
Among those offering innovative anti-ageing products at Beautyworld Middle East 2012 is Selvert Thermal from Barcelona, Spain. The company Idesco is introducing the revolutionary Le 24k Soin d’Or, which is a skin nourishing, brightening and firming product, designed to rub away the effects of ageing, using pure 24k gold as an active ingredient.
“Gold has been considered by many civilizations to be one of the most highly valued metals. In Imperial China, gold was found to enhance nutrition, adding luminosity and vitality to the skin and to the entire body,” said Mrs Marta Fabregat, Export Manager of Idesco. “Our products have drawn on the beauty-enhancing qualities gold imparts to skin and on its highly nourishing proper-ties. We look forward to raising awareness on this new product line through our participation in Beautyworld Middle East.”
Also showcasing anti-ageing solutions is Laboratories Diet Esthetic, with their new range of Es-sence Diamond, .05 carats anti-ageing creams, previously only available to Hollywood stars. “The market for anti-ageing products is driven by the importance now placed on looking good in modern society. Beautyworld Middle East provides our latest products an important launching pad to reach the discerning consumers of the Middle East region,” said Mario Mata, Export Man-ager, Laboratories Diet Esthetic SA.
Elly Jones Beauty Corporation will be launching a new range of anti-ageing skin care products at the exhibition including the Magic Mask Package, Elly Jones A+B Magic Serum Package, Time Reversal Rejuvenation Collagen Chips and Instant Smoothing Rejuvenation Cream. Ms. Peggy Tsang, International Marketing Representative for Elly Jones, said: “We are very excited about introducing these products to the region at Beautyworld Middle East and are confident that they will be met with great interest.”
In addition to the entire spectrum of skin care products, Beautyworld Middle East, which will be held at the Dubai International Convention and Exhibition Centre from May 29th to 31st, will fea-ture a comprehensive line-up of international brands, innovations, developments and trends in the industry. The showcase event for the regional beauty industry regularly attract buyers, retailers, distributors and beauty industry professionals from around the wider region.
* Euromonitor International
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