Setting new highs in participation and representation, Beautyworld Middle East 2014, the premier trade and networking mega event for hair, fragrances, beauty products and wellness, ended on a successful note last week after three hectic days of business.

The 19th edition of Beautyworld Middle East enjoyed a strong response from the regional industry, with buyers and traders from across the show’s vast hinterland, making a beeline for the latest products and innovations served up by leading international beauty and wellness majors, said the event organisers.

Initial exhibitor feedback indicated that all were satisfied with their Beautyworld outing and the business it generated, the inquiries they received and the large number of useful contacts they gained.

“Beautyworld Middle East has been very important for us to raise the profile of our brand,” remarked Stephen Thomas, the sales director for of British-based hair products manufacturer, ghd.

“We launched in the UAE just over a year ago, so we needed to increase the profile of our brand throughout the region. It’s important for us to educate visitors about our product and we’ve successfully been able to do that over the last three days,” he stated.

Ahmed Pauwels, the CEO of Epoc Messe Frankfurt, said: “Beautyworld Middle East has over the years facilitated and laid the groundwork for some of the most significant and fruitful business partnerships in the regional beauty and wellness industries.  With a progressively larger array of new products and services being introduced into the region by leading international brands this year, we expect a very favourable reaction from the market.”

Among the products making a splash at this year’s show was ‘Truffle’, a revolutionary new shampoo made from as many as 60 different ingredients, including meteorite powder, diamond dust and white truffles!

Manufactured by Dutch cosmetics company Fuente International, the unique shampoo took more than four years of research and development before being introduced in some parts of Europe in 2011.

This unique shampoo made its Middle East bow at this year’s Beautyworld Middle East and is aimed at high-end hotel salons and retail establishments.

Meanwhile, UAE-based company B Connected International also launched its Halal certified range of six nail polishes at Beautyworld Middle East.

The specialised designed formula of the nail polish is water permeable, meaning users will not need to remove it when washing their hands before prayer. B-Connected expects the nail polish to be ready for distribution at retail outlets throughout the UAE within four to six months.

Beautyworld Middle East is the leading international beauty and wellness trade extravaganza in the wider region, bringing more than 1,300 international and regional exhibitors in contact with one of the world’s most exciting marketplaces.

The three-day event put spotlight on the five integral show elements of cosmetics & skincare; fragrance; machinery, packaging and raw materials; professional equipment and spa; and hair, nails & accessories.-TradeArabia News Service