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17/05/2017 - 17:49hs
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Beauty expo yields USD 20.1 million in deals for Brazil

Beautyworld Middle East ended this Tuesday in Dubai. The trade show featured 42 Brazilian companies via an industry project. The Arab Brazilian Chamber partnered up for promotion.



São Paulo – The industry show Beautyworld Middle East is expected to lead to USD 20.1 million worth of deals in the next 12 months for 42 participating Brazilian toiletry, perfume and cosmetics manufacturers. The event ran from May 14 to 16 in Dubai, the United Arab Emirates.

Rafael Solimeo/Arab Chamber

The Brazilian participation had special advertisement actions

The companies are affiliated with Beautycare Brazil, a project from the Brazilian Toiletry, Perfume and Cosmetics Industry Association (Abihpec) and the Brazilian Export and Investment Promotion Agency (Apex-Brasil) to promote the Brazilian industry overseas.

Of the 42 Brazilian enterprises featured, 39 showcased their products out of a collective pavilion, and three had their own stands. Over the expo’s three days, USD 6.1 million in deals were made and 1,537 contracts were signed.

A press release quoted Beautycare Brazil manager Gueisa Silvério as saying that the trade show’s goal was 100% accomplished. “Our innovations this year, such as the possibility of having workshops, training and technical demonstrations in our hairdresser basins were taken full advantage of by the local buyers and distributors,” she said.

Unique initiatives this year included training workshops, a dedicated area for product demos, and a buyers’ project whereby Saudi, Moroccan and Algerian importers sat down with people from the Brazilian enterprises.

“In order to draw more people into the Brazilian pavilion and to encourage deal-making, Apex-Brasil was present on all days of the event to provide information about Brazil and to support Beautycare Brazil, in addition to making promoters available whose task it was to approach visitors and steer them toward the exhibiting companies,” says Apex Brasil’s head of operations in Dubai, Karen Fernandes Jones.

Also featured this year was a special action in partnership with the Arab Brazilian Chamber of Commerce. The organization promoted the Beautycare Brazil exhibitors’ products with Arab fashion and beauty bloggers who got sent samples, blogged about them, and visited the Brazilian area at Beautyworld Middle East.

“Arab consumers are increasingly connected to social media, so the Arab Chamber decided to invest in an action that would divulge what’s new in the industry in real time,” said Arab Brazilian Chamber business executive Rafael Solimeo, according to a press release. The designer, entrepreneur and blogger Tamara Al Gabbani made an appearance at the Brazilian area and advertised Brazilian beauty items.

*Translated by Gabriel Pomerancblum

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