Fastest growing beauty and personal care segment
Nail It! by OPI showcases the creativity and innovation behind outstanding nail design
The Middle Easts largest meeting place for the beauty and wellness industry was well and truly abuzz as trade buyers and exhibitors interacted busily on the second day of Beautyworld Middle East 2012.
The Epoc Messe Frankfurt-organised annual trade and networking extravaganza is considerably larger than previous editions, riding on continued growth in the Middle Eastern beauty and wellness business. With 829 exhibitors from over 50 countries showcasing their varied ranges of products and services within this diverse sector, Beautyworld Middle East has underlined its status as the definitive trade show and conference for beauty and wellness in the region.
Colour cosmetics and nail care products were amongst the leading pull factors on the show floor, as buyers looked for captivating new ranges of these quick-moving product lines. Recent research by Euromonitor International, Official Knowledge Partner for Beautyworld Middle East, indicates that nail care products are among the fastest growing categories of beauty and personal care products globally. Worldwide sales of US 5.46 billion in 2011, was a whopping 10.8% more than in the previous year, leading the growth categories within the sector.
We have always seen global trends filtering their way into the region through events such as Beautyworld Middle East, which brings the entire beauty and wellness community together, said Ahmed Pauwels, CEO of Epoc Messe Frankfurt. This year is no exception and going by early impressions we have noticed a distinct upbeat feeling on the show floor, he added.
Beautyworld Middle East, with its continued growth and strong profile amongst industry professionals, is developing its leadership
in the world of cosmetics, hair, fragrances and wellbeing. We are seeing a considerable shift by key international companies who are increasingly focusing on this region to create further growth opportunities.
In fact, the global sales growth of nail care products was faster than other beauty care segments for the past three years running with global sales of nail polish expanding by a tremendous 41% between 2008 and 2011.
According to Euromonitor International this expansion in nail polish sales has been largely driven by the greater exposure gained by bold and innovative designs in the popular media. This expansion is also riding on the fact that some of the leading salon-based nail care brands, such as OPI, Essie and Sinful Colors, are making the transition to becoming mainstream retail brands.
All the intricacies, fine craftsmanship and creativity that goes behind the creation of outstanding nail design is being showcased at the hugely popular Nail It! competition for the regions leading nail artists. Conceived by Beautyworld Middle East in collaboration with OPI, the challenge features a series of competitions in various categories that gives the nail artists and salon professionals of the region their place in the spotlight.
With nail care rapidly gaining in importance as a high-growth sector, it is very important to underline the need for greater awareness of the latest global trends and heightened professional standards in the region thanks to the efforts of our exclusive distributor Nazih Group, said Mr. George W. Schaffer, President CEO of OPI Products Inc. "Nail It! highlights the extremely intricate skills and professionalism needed to succeed in the industry.
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