Geovana Pagel
São Paulo- From April 26 to 28, 22 Brazilian companies will exhibit cosmetics at the 9th edition of Beautyworld Middle East – Gulf Beauty 2004, the largest cosmetics fair in the Middle East, to take place at Dubai World Trade Centre, in the United Arab Emirates.
Successful participation of nine Brazilian cosmetic companies at the Brazilian Week & Trade Exhibition, which took place in December 2003, in Dubai, stimulated the Brazilian industry in the sector to present its products in Middle Eastern markets once again.
During the event, which took place during a visit Brazilian president Luiz Inácio Lula da Silva took to five Arab countries, the Brazilian companies improved their commercial relations with local businessmen, creating new business and export opportunities.
The Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (ABIHPEC), with the support of the Brazilian Export Promotion Agency (Apex), is betting on the potential for new business generation after Brazilian company participation in the fair in Dubai.
"Every year, the Arab market shows itself more receptive to Brazilian products. Saudi Arabia, for example, is already the second largest export destination for Brazilian fragrances. The Brazilian debut at Beauty World Middle East will be essential to enrich Brazilian company experience on the foreign market," stated João Carlos Basilio da Silva, president of the ABIHPEC.
According to him, the association is already establishing partnerships with local consultancy companies to guarantee contact between buyers in the region and suppliers in Brazil.
The Brazilian pavilion, covering an area of 108 square metres, will bring together the following companies: Anantha, Aroma do Campo, Bhotanica, Bonyplus, Casa Granado, Chamma da Amazônia, Chlorophylla, Condor, Diadema, Foocanthy, Kanechomn, Kanitz, Mabesa, Mextra, Michel Merheje, Nazca, Niasi, Pierre Alexander, Racco, Shizen, Sther, and Tricofort.
The Beauty industry is currently one of the sectors that most employs in Brazil. "It only loses to civil construction," guaranteed Silva. Currently, more than 2.4 million people work in the sector. "If we consider the packaging industry, which includes printing, glass, and plastics, another 300,000 people would be added," recalled Silva.
From January to November 2003, cosmetics companies exported 18.2% more and had revenues 17.2% greater than those of the previous year. In the whole of last year, international sales totalled 123,000 tonnes of products, corresponding to US$ 204 million, against 103,000 tonnes for the value of US$ 174 million in 2002.
The fair
The ninth edition of Beautyworld Middle East should receive around 400 exhibitors from over 30 countries, representing a 30% growth in contrast to last year. There will be 13 exclusive pavilions from different countries, as well as a great variety of individual exhibitors.
Apart from that, this year the exhibition pavilion will cover an area of 8,000 square metres – last year the area was 5,600 square metres – and organizers of the event hope to receive around 6,800 visitors. The event is restricted to businessmen and specialists in the sector, and is not open to the public.
In 2003, the fair received 6,494 visitors from the Middle Eastern and North African countries. Last year, 55% of the public represented at the event were owners and executive directors of large companies, 22% were store and beauty parlour managers, and 13% were beauty professionals.
