Madi International has signed a partnership agreement with Procter & Gamble (P&G) to be the exclusive distributor in the UAE and Qatar of Wella Professionals, a global leader in professional hair care.

Madi is an exclusive distributor for internationally reputed brands in hair care, skin care, nail care, makeup, salon equipment and furniture in the region.

Mohamad Madi, president of Madi International, and Jurgen Draudt, CBD leader CEEMEA for P&G Salon Professionals, signed the agreement at a gala dinner on Monday at the Intercontinental Dubai Festival City.

During the event, which was also attended by Jörg Herrera, Acting Consul General for the Federal Republic of Germany in Dubai, Wella Professionals and Madi International also unveiled the 'Wella Trends Collection 2010,' the latest hairstyle trends using Wella Professional products.

Commenting on the partnership, Mohamad Madi said: 'P&G and Madi International have a long history of partnership starting in 1995, when we were appointed to be the distributor of the Kadus brand.'

'The new agreement to distribute products under the Wella Professionals brand reaffirms the quality of our services and the success of our marketing strategy,' he added.

Madi said the company has a comprehensive network of partners and contacts across the region, which will be crucial in boosting the market share of Wella Professionals, especially with the launch of the 'Wella Trends Collection 2010' in the region.

'We are confident that we can build up this new collection of superior hair care products as a leading choice among professional salons in the region,' he said.

Jurgen Draudt said the appointment of Madi was an strategic decision to effectively penetrate and maintain a strong presence in key growth markets in the region.

'Madi International's reputation as a leading distributor in the beauty industry will also complement our own marketing initiatives and reinforce our brand value,' he added.

Madi’s distribution network in the Middle East covers the whole of UAE, Kuwait, Lebanon, and Qatar. The company is also currently building a new distribution network in Saudi Arabia's beauty segment.

Wella Professionals is one of the leading brands under P&G Salon professionals with an extensive portfolio that covers professional colour, care and styling products.

Wella Professionals brands include Koleston Perfect, Color Perfect, Color Touch, Magma, Performance Plus, Blondor, System Professional and Color Preserve.-TradeArabia News Service