São Paulo – A group with 25 Brazilian companies from the hygiene, perfumery and cosmetics sector will attend Beautyworld Middle East, a fair of the industry that takes place from May 15 to 17 in Dubai, United Arab Emirates.
They will attend the exhibition as participants of the project Beautycare Brazil, organized by the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (Abihpec) and by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) to promote the sector’s products in the international market.
According to the Beautycare Brazil’s manager, Gueisa Silvério, the number of companies set to attend Beautyworld Middle East increase 31.5% over last year, when 19 companies were taken to the exhibition.
The Brazilian pavilion will have 339 square meters and will be located in a privileged area, near one the fair’s entrance. The space saved for the project was also expanded if compared to 2015, when it had 270 square meters. As in the previous edition, the pavilion will have hair wash stands for the companies to demonstrate hair products.
Silvério said the expansion was the achievement of the companies’ efforts, and that they are focused on the participation in events centered on the Arab countries, on visits to the region to identify potential partners and consumer markets, on product adjustment and compliance with health legislation.
“The Middle East is a strong market in the consumption of products from the personal hygiene, perfumery and cosmetics sector”, said Silvério. A survey done by Abihpec shows that Saudi Arabia is at 16th place in the rank of the world’s largest consumers of products from the sector. The UAE appears at the 35th position, with Egypt at 47th.
According to the manager, hair products are the flagship of exports to the region, but that the market shows great potential also for other categories, such as hair removal products, deodorants, fragrances, makeup, children, bath and men’s products.
Last year, exports to the Arab countries by companies from Beautycare Brazil surpassed USD 5.3 million and increased 19.1% over 2014. In all, 15 companies from the project exported to the UAE, eight to Saudi Arabia and six to Egypt, in a list of only the most representative destinations in the region. For the overall international market, companies from the project exported USD 162.6 million to 97 countries. The Arabs accounted for 3.3% of the total. In 2014, the region represented only 2.5% of a total of USD 183.2 million.
“The current economic-political instability reveals great challenges to be overcome. But this is also a fact that is able to encourage and drive business owners to look into external markets. In this context, we believe that those that dedicate efforts to exports could achieve promising results”, said Silvério, via email, to ANBA.
According to the manager, the quality and diversity of the local products are the factors that drive abroad sales. She points out that due to Brazil’s size and its multiracial population, companies developed products for a wide range of consumers’ profiles. “From this mix of people that stimulates the sector’s creativity comes one of the main factors for the success of its products in the global market, able to meet the most varied demands”, says Silvério.
The manager says that the hair products industry in Brazil is a trend setter and that local brands are being able to overcome barriers to sell to the Arab world, adapting themselves more and more to the region’s particularities. “All this underscores a feature that is a competitive differential of Brazilian companies: the ease to deal with cultural diversity and, thus, adapt to a wide range of demands and differences”, she says.
In last year’s edition of Beautyworld Middle East, the companies from Beautycare Brazil made 796 contacts and ended the event with expectations to generate business worth USD 11.4 million. According to Silvério, the expectation for contacts and sales this year is also positive.
The companies that will attend the fair in Dubai this year are: Agilise Cosméticos, Anna Haven, Beox, Bionat, Bio Natur Api, Brazilian Oils, Brazilian Secrets Hair, De Sírius, E-Cosmetics Salón, G Nano, Goz Cosméticos, Honma Tokyo, Ideal Cosméticos, Kaedo Cosméticos, Kostume Beauty Form Brazil, Macaúba Brasil, Nazca Cosméticos, NG de France, nuNAAT, Prolab Cosmetics, Realgem’s, Skafe, Sther Cosméticos, Sweet Hair and Tech Line.
*Translated by Sérgio Kakitani
