Beautyworld 2010 to focus on education

The Walk of Beauty will return to the show this year supplied

Beautyworld Middle East, a 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: "Education is a key component to success and this cannot be emphasised enough within the beauty industry. We have identified the need for increased education in the sector and for that this year's show will have an added focus on education-oriented features.

"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."

According to a recent study released by French Fashion University Esmod, the Middle East fashion and beauty sector is expected to post more than 15 per cent growth in 2010. The study foresees numerous opportunities in the $12 billion (Dh44bn) Gulf beauty market, which is attracting more brands to the affluent and increasingly fashion-conscious region.

The 15th edition of Beautyworld Middle East will take place from June 1 to 3 at Dubai International Convention and Exhibition Centre. Last year 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.

Show organisers expect 2010's event to be equally as successful with key names already confirmed.

For this year's event, the Walk of Beauty will return to the show. Running for the fifth consecutive year the Walk of Beauty features the region's leading professional hair stylists and make-up 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.

Key names that have already confirmed their participation for June's event include Nazih Trading, Madi International, Joz Trading, House of Maria Dowling, Enigma, Alessandro and Momentum. Each will bring their expert insights to the show creating a strong platform for lively discussion and debate.

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