Beautyworld Middle East 2023 hosted over 1,750 exhibitors and over 65,000 visitors from more than 156 countries, marking a record number. This year’s exhibition saw a similar success, marking Dubai as a primary hub of innovation in the beauty, lifestyle, and fragrance industries.
Beautyworld Middle East 2024, held from October 28-30, is the premier trade fair for the beauty industry in the region. It showcases the latest trends, innovations, and products across cosmetics, fragrances, and personal care. With over 2,000 participating international and local brands and more than 65,000 buyers from 156 countries this year, the event attracted thousands of visitors. The fragrance sector, in particular, continues to grow, as this year’s exhibition demonstrated this growth within the UAE’s beauty market.
As the UAE thrives to achieve a sustainable future in all sectors, attendees were keen on discovering sustainable brands, signaling a significant shift in consumer priorities. Furthermore, the event provided a platform for 350 educational sessions covering various topics, including sustainability, digital marketing, and consumer behavior, aligning with the country’s vision for the future.
A New Era of Consumerism
There has been a shift in consumer behavior in the Middle East in recent years. Individuals prioritize overall health and well-being and embrace a fusion lifestyle that integrates local cultures with global trends. Consumers in the region are yearning for products that resonate with them on a personal and cultural level. They want to see a product and say, “This product represents my soul.”
This shift created a unique blend that resonates with the region’s identity, which adopts tradition yet is not afraid to move forward into a more sustainable, modern future. Social media and technology play a significant role in this cultural exchange, blending everything from fashion and food to music and art, giving consumers a stronger sense of self and identity.
Adopting Authenticity
The desire for authenticity drives consumers in the Middle East to search for more personalized fragrances that resonate with them. Brands are approaching this by using sensory marketing. This was seen in the majority of the booths at Beautyworld Middle East, with brands using food visuals, serene scenery, and other visuals that resonate with the consumers’ senses and trigger certain feelings and emotions.
Another common theme prominent in the exhibition booths was nature. Consumers gravitate towards eco-friendly formulations and packaging as they align their purchases with their values. Therefore, many brands are going green and making sure that is a prominent factor of their display.
This is to represent the incorporation of more natural, organic, and clean products into their product range. This trend is particularly prevalent among younger generations, with 55% of the MENA population under 30 who seek brands that resonate with their commitment to sustainability.
Empowering Entrepreneurs
The entrepreneurial landscape in the Middle East is vibrant, particularly among young people. Many entrepreneurs in the region are under 35, and initiatives are emerging to support female entrepreneurs.
Reports indicate that the number of women in highly productive jobs in the area could double by 2030, with substantial economic benefits anticipated from increased female workforce participation. Saudi Vision 2030 and the UAE’s investment initiatives are examples of programs that empower women to take on leadership roles in various sectors.
Sustainability Initiatives
The Middle East is witnessing an era of sustainability with projects like the Mohammed bin Rashid Al Maktoum Solar Park and Saudi Arabia’s NEOM project, which signify a commitment to transitioning from an oil-rich past to a renewable-rich future—government initiatives promoting eco-friendly practices.
Brands see how this shift affects consumer behavior, forcing them to become environmentally conscious and prioritize eco-friendly practices to align with these evolving preferences.
Regional Context in Formulation & Marketing
Authenticity and heritage have been at the forefront of beauty trends in the region for centuries. This is due to consumers in the region being attached to their culture, keeping in mind that the Middle East is a diverse market in which cultural practices differ across various countries and communities. To see success in the region, brands must consider regional cultural preferences, climate conditions, and beauty standards when launching products.
E-commerce Evolution and Omnichannel Retail
While the growth of e-commerce is notable, mall culture has yet to be abandoned in the Middle East. Consumers still prefer visiting physical stores. That is not to say that people are not shopping online. On the contrary, digital platforms are rising due to the convenience they provide consumers and their expanded product choices, pushing traditional retailers to establish an online presence.
The e-commerce market in the region is predicted to be worth $50 billion by 2025. This is why having an omnichannel marketing strategy is essential for any brand to grow in the area.
An omnichannel marketing strategy is a customer-centric approach that ensures that the customer’s experience with the brand is the same across different channels (physical stores, apps, and websites).
The Role of Travel Retail
One of the main hubs for travel retail sales happens to be the non-other Dubai International Airport. With plans for a new terminal at Al Maktoum Internationa Airports, there will be room for expansion and growth in the future for travel retail in the UAE with expanded retail space and an enhanced consumer experience for travelers from all over the globe.
The Growth of the Fragrance Industry in the UAE
The fragrance industry in the UAE is unique, to say the least. It is driven by a blend of cultural heritage and a demand for luxury. With a growing emphasis on sustainability, the industry is experiencing exponential growth.
Consumers have a growing desire for personalized, eco-friendly, niche perfumes, leading brands to innovate with local ingredients and eco-friendly practices to appease their audiences. Events like Beautyworld Middle East showcase this dynamic market, attracting international attention and creating connections between brands and consumers.
As the UAE’s fragrance market prioritizes quality, authenticity, and sustainability, it is set to continue its growth, cementing its status as a global beauty, lifestyle, and fragrance luxury hub.
