Beauty & Style | Monday 13 April, 2015 4:18 pm |

The Middle East is establishing itself as a global hub of trendsetting perfume creations, as its legendary penchant for fine fragrances and exotic ouds leads international perfumers to set up base in the region to better interact with their favoured customers.

Fragrances accounted for 19.6 per cent of the Middle East and Africa's beauty and wellness market in 2014, with a retail value of US$5 billion for the year, according to global analysts Euromonitor International (EMI). The sector is expected to post an annual growth rate of 6.3 per cent to be worth US$6.4 billion in 2018.

Saudi Arabia and UAE are the two leading regional markets, with fragrance sales in Saudi valued at US$1.4 billion in 2014 – 31 per cent of the Kingdom’s total beauty and personal care market (US$4.4 billion) for the year. This is set to grow 9.4 per cent annually to reach US$2 billion by 2018.

Meanwhile UAE consumers spent US$401 million on fragrances in 2014 according to EMI – a 28 per cent of the country’s total beauty and wellness market for the year (US$1.4 billion), and growing 5 per cent annually to reach US$485.5 million by 2018.

The Middle East’s growing stature as a key market was one of the core reasons behind the decision of Eurofragance, a Spanish company dedicated to the design and production of fragrances, to set up an AED 10 million Creative Centre in Dubai.

Eurofragance will promote the launch of its 10,000 sqft facility at the upcoming edition of Beautyworld Middle East, the region’s largest trade fair for beauty products, hair, fragrances, and wellbeing.

Set to open in August 2015, the new Creative Centre will include a laboratory, creative zone, evaluation cabins and offices and will be staffed with more than 16 people working to establish the base of new fragrances that encapsulate the essence of the region.

“Our world-class facility will help us forge closer relationships with our customers in the Middle East and enable us to better understand local tastes and trends,” said Sheikh Zaman, Country Manager of Eurofragance.

“The Middle East represents between 58-60 per cent volume of our global business, and we see our new R&D facility as a catalyst of positive development in Middle East fragrances.”

Fragrance forms one of the largest sections at Beautyworld Middle East 2015, which takes place from 26-28 May at the Dubai International Convention and Exhibition Centre.

More than 200 exhibitors will be lining up to showcase their latest lines in exotic and enticing fragrance compounds to some of the world's most selective and knowledgeable trade buyers.

Another compound fragrance manufacturer, Robertet Group from the French town of Grasse – considered the world’s perfume capital – will be making its Beautyworld Middle East debut this year. The company opened an office in Dubai in 2014, a decision they consider as being crucial to develop their business in the region.

“It has made a big difference since we set up an office here,” said Dominique Bortoloni, General Manager of Robertet Group, Dubai Branch. “We are a family company and a leader in our market. It makes a huge difference to our customers when they know that we are here in the region with a physical presence.”

“Being here has also helped us keep ahead of the curve in terms of new trends and preferences in the Middle East in order to reinforce our business and develop new ones.”

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, said: “With the Middle East continuing to gain in stature as one of the world's leading beauty and wellness markets, leading international manufacturers and suppliers are paying more attention to accommodating regional preferences and requirements.”

“By establishing a physical presence in the region, these companies get a head start in building fruitful relationships with influential regional buyers.”

Other major fragrance exhibitors at Beautyworld Middle East 2015 include the show’s Gold Sponsor, Luzi Fragrance Compounds from Switzerland, Natur Milano from Italy, La Factory from France, Sollas Holland from the Netherlands, Iberchem from Spain, and UAE companies Emper Perfumes & Cosmetics, Lattafa Perfume Industry, and Siafa Perfumes and Cosmetics.

Beautyworld Middle East focuses on the key areas of Cosmetics & Skincare; Hair, Nails and Salon Supplies; Fragrances; Machinery, Packaging & Raw Materials; and Professional Equipment & Spa.

Celebrating its 20th anniversary this year, the beauty industry’s annual showpiece event will feature more than 1,360 exhibitors from 52 countries, and is introducing for the first time ‘Centre Stage: where beauty begins by Nazih Group’ – a live show featuring the latest in fashion and trends for hair, skin, nails and lashes.

Other popular returning features include the Beautyworld Middle East Boutique; Nail It! by OPI and Nazih Group; Fragrance Station; and the two-day Spa and Wellness Management Summit, taking place from 26-27 May.