São Paulo – The Arab countries consumed around US$ 26 billion in beauty and personal hygiene products in 2013. Aiming at this market, Brazilian companies of the sector took part in Workshop Arab Countries – Market study in the sector of personal hygiene, cosmetics and perfumes for the Arab Emirates, Saudi Arabia and Egypt.
The event was a preparation for the Beautyworld Middle East fair, which is held from May 27th to 29th, in Dubai, in the United Arab Emirates, and took place in the headquarters of the Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (Abihpec), in São Paulo’s capital.
Michel Alaby, CEO of the Arab Brazilian Chamber of Commerce, showed that in 2012 the Arabs imported US$ 6.27 billion in beauty and personal hygiene products. “There is a very large import potential in these countries”, he claimed.
The Emirates was responsible for 35% of these imports. “Via the Emirates, you will reach a market of 1.2 billion people”, Alaby stressed, recalling that the Gulf country re-exports for other nations in the region and outside it.
Brazil still has a small share of this market. In 2013, the country has exported only US$ 10.90 million in products in this branch of business to the Arab countries. “Hair products are the main items we sell”, says Alaby.
Alaa Eldin Aly, chief of the commercial office of Egypt in São Paulo, defended the installation of Brazilian companies in his country. He pointed out that Egypt has deals with 20 countries in Africa, which allow their products to be exported duty free.
“In 2013, we exported US$ 350 million in cosmetic products and we imported US$ 500 million. The markets we export the most to are Saudi Arabia, Sudan, Iraq and France, and the products we export the most are medicinal soaps and toothpaste”, said the diplomat. The largest suppliers of Egypt are France, Italy and China. In regards to the products, the most imported ones are shave gels and perfumes.
“Our market is open to Brazil’s imports and exports. I think the Brazilian companies could take part in fairs in Egypt and also delegations going there”, said Aly. According to him, the products made with ingredients from Amazonia would have a good space in the Egyptian market.
Daniel Oliveira, Market Intelligence manager of Abihpec, pointed out that Saudi Arabia is responsible for 41% of beauty and personal hygiene products consumed in the Arab world, with US$ 4.12 billion. “In spite of being the 21st world consumer, Saudi Arabia is the 10th largest fragrance consumer and the 14th in sun care”, said the executive. “It is a very expressive market and it has been increasing more and more”, he added. The Emirates are the 47th world market for products of this branch of business, while Egypt lies at 56th.
Oliveira stressed that 87% of the fragrances consumed by the Saudis are "premium". As regards Egypt, said the executive, the main cosmetic products sold are destined to the male public.
The fair
This year, Beautyworld Middle East will have the participation of 15 Brazilian companies members of the Beautycare Brazil project, coordinated by the Abihpec and by the Brazilian Export and Investment Promotion Agency (Apex -Brazil).
According to data from the Abihpec, out of the 50 companies taking part of the project, 24% export to the Emirates, 22% sell to Saudi Arabia and13% to Egypt. All of the companies which are going to the event in Dubai this year are hair product manufacturers.
“This year we will have for the first time a [product] testing area”, says Gueisa Silvério, manager of Beautycare Brazil. According to her, the possibility of showing the products properly in the fair will bring more value to the participation of the companies in the event.
One of the companies going to the fair in Middle East is Studio Hair Professional. The company is part of the Beautyworld Middle East since 2007. “The participation last year was very positive. I met some clients and, this year, I am going again in a much closer relation with them”, says the director André Boldarim.
Via the fair, Studio Hair Professional got clients in countries such as the Emirates Saudi Arabia, Egypt, Kuwait, Bahrain and Jordan. The company, which manufactures products for hair treatment, straightening, hydration, maintenance and daily care, takes part in the event since 2007 and started to export to the Arabs in 2012.
New at the Beautyworld, the company Prolab, of hair treatment and dying products, exports to England, Spain, Portugal and Colombia, among other countries. They now want to expand their sales to Arab countries. “We are interested in opening up to this market for exports. It is a market that is welcoming to the acquisition of new products and the possibility [of selling there] is really interesting”, said Eliana Guerra, finance director of the company.
*Translated by Rodrigo Mendonça
