São Paulo – Seven Brazilian companies will participate in BeautyWorld Middle East, a trade show for the cosmetics industry due May 24th to 26th in Dubai, in the United Arab Emirates. According to Ricardo de Nóbrega, the International Business analyst at the Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (Abihpec), the event is expected to at least match the 2010 edition in terms of business volume. The Brazilian participation will count on support from the Arab Brazilian Chamber of Commerce.
According to Nóbrega, in 2010, the Abihpec began segmenting the companies affiliated with its Beautycare Brasil, an internationalization project maintained in partnership with the Brazilian Export Promotion Agency (Apex). Thus, the enterprises involved in this year’s edition of the event in Dubai are better qualified with regard to the export process.
“The level of enterprises is higher now, they are better prepared,” he claims. These are small and medium companies that have been developing an export-oriented culture for some years now,” he explains.
The Abihpec analyst reveals that this year, new priority markets will be set for cosmetics companies. He believes that at least one Arab country should be among the main targets of Brazilian cosmetics exports in the next two years.
Saudi Arabia has been selected as a priority market for the project in effect between January 2010 and January 2012. He underscores, however, that even if no Arab markets were among the targets, the organization would still take part in the fair in Dubai, because the Emirates function as a hub for distribution in the Middle East.
One of the companies attending the fair will be Cadiveu, que which entered the Emirati market with its hair treatment lines Brasil Cacau and Açaí Therapy, and is betting on this year’s edition to promote its new products. “The Emirates are a very representative market for us, one that has been growing every year, sales-wise,” says Geovana Quadros, the export coordinator at Cadiveu.
The company is taking four new lines to introduce to beauty industry professionals in the Arab market: Bossa Nova, a treatment for straightening or perming, free from aggressive ingredients; Glamour, using the active ingredient Sugarcane Cysteine, for restructuring and straightening that lasts up to three months; Plástica de Argila, containing hyaluronic acid and organic silicon to rejuvenate and nourish the hair; and Buriti Mechas, a powder hair bleach containing fructose and Buriti extract that protects the hair and prevents drying. “We believe our new lines will be well accepted, because the Cadiveu brand is becoming established in that market,” says Geovana.
The other Brazilian companies that will attend BeautyWorld Middle East are Nunaat, Biolab, Vidal Life, Sther, Muriel and Capicilin. Beautyworld Middle East is the leading fair for the industry in the Middle East. In 2010, the event featured over700 exhibitors and received approximately 16,000 visitors. Brazilian cosmetics exports generated revenues of US$ 693 million last year.
*Translated by Gabriel Pomerancblum