Sales of male grooming and personal care products across the UAE and the region are experiencing unprecedented levels of growth, with the figures for 2004-2005 showing an increase of 28%. The phenomenon reflects the current worldwide statistics that last year saw men spending more than $16 billion (59 billion AED) on cosmetics and associated goods. The market looks set to expand further; with a prediction that overall global sales of men’s cosmetics will reach 67% by 2008; a figure that equates to $19.5 billion (71.6 billion AED).
Ms Heather Nix, Group Exhibitions Manager of Messe Frankfurt, organisers of Beauty World Middle East - the region’s largest cosmetic and beauty trade show - believes that there are a number of reasons that explain this trend. “More men than ever before are taking pride in their appearance and men in the Middle East are no exception to this”, she says.
“There is an increasing social acceptance for males to use skin care and cosmetic products and this is associated with popular icons who receive a great deal of coverage in the media.”
Ms. Nix cites the region’s passion for leisure activities such as sports and movies as contributory factors. “Men in this part of the world are crazy about sports and the World Cup last summer was responsible for bringing stars like England soccer captain David Beckham into their living rooms”, she remarked.
“Personalities such as Beckham are inspirational. As well as being a sporting hero, he is considered to be very good looking, stylish and a trendsetter. Other men want to emulate him and aspire to his achievements. He is an icon for a generation of sports lovers and an advertisers dream and that is why he has been such a successful ambassador for a number of grooming products from razors to hair styling creams,” she stresses.
“High-profile actors such as Brad Pitt, George Clooney and Bollywood stars; like John Abraham, have been responsible for creating a sea-change level of acceptability around male grooming. Masculinity and personal care are now viewed as being perfectly compatible”, she adds.
The market for male cosmetics has changed dramatically over recent years, as traditionally men tended to buy products that were solely linked to their exclusive routine of facial shaving. These products often had minor cosmetic effects as a secondary benefit; such as moisturising the skin, but it appears that now this is no longer sufficient.
“Men have now become more attuned to the condition of their skin and more responsive to the idea that they should be taking care of it”, says Ms. Nix. “Whereas in previous years they may have selected shaving foams on the basis that they advertised skin protection, they are now much more likely to buy moisturisers as stand alone products, purely for their primary purpose.”
Ms. Nix also believes that the niche for men’s personal care products is a distinct one. “Men’s skin is generally drier than a woman’s and is more prone to dehydration”, she says. “It is also thicker and twice as oily, so there is a need for products tailored especially for them. Also – although it may sound obvious - men style their hair very differently to women. Their hair is generally shorter and they use thicker creams and gels. They also want their products to have a different fragrance”, she adds.
Beautyworld Middle East will be hosting a number of male grooming product manufacturers at this year’s show. Among those exhibiting include Amini Trading Co. LLC; who deal with hair care products for men - such as gels, shampoos and colouring - and the Nina Gallery & Sara Kamkamrian Beauty Centre that offers male skin care cosmetics as well as hair care items.
Beautyworld Middle East is the Largest International Trade Fair for Beauty Products, Cosmetics and Perfumery in the Middle East’ now in its 12th year. The largest event of its kind, Beautyworld will host 950 exhibitors representing 1300 brands from 55 countries. It opens its doors this year from 20-22 May, 2007 at the Dubai International Convention and Exhibition Centre. It is expected that approximately 9500 trade visitors will attend from around 80 countries.
Show Profile:
The Largest International Trade Fair for Beauty Products, Cosmetics and Perfumery in the Middle East. Now in its 12th year, Beautyworld Middle East is the most successful beauty event in the region. As the largest event of its kind, you will have direct access to over 950 exhibitors representing 1300 brands from 55 countries with over 9450 trade visitors expected from 80 countries. There is no other exhibition in the Middle East that delivers the quality and variety of buyers and distributors. Beautyworld Middle East is the largest gathering of beauty professionals in the Middle East.
Company profile:
The Messe Frankfurt Middle East team has over 20 years experience of organising international trade fairs throughout the world. The successful portfolio of events they organise in Dubai include Intersec Middle East, Materials Handling & Logistics, Automechanika Middle East, Hardware + Tools, Garden + Landscaping Middle East, ISH – Kitchen + Bath, Light Middle East, Beautyworld Middle East, Wellness & Spas Middle East, Design Lifestyle Middle East, Hometech Middle East, Emirates Today Ideal Home Show and the Middle East Toy Fair. Messe Frankfurt is a subsidiary of Messe Frankfurt, the world’s second largest trade fair organiser conducting over 100 events worldwide with 15 subsidiaries across Europe, Asia, America, Africa and the Middle East
PHOTO CAPTIONS:
1) English football star David Beckham is an icon for a generation of male consumers
2) David & Victoria Beckham - a smartly groomed couple
3) Ms Heather Nix, Group Exhibitions Manager of Messe Frankfurt, organisers of Beauty World Middle East
