As Beauty World, the largest trade exhibition for all things spa, fragrance and beauty hit the Middle East, Emirates Woman headed to the World Trade Centre for the low down on the must-have products and the must-follow trends of the season.
1.) BEAUTY IS STARTING TO GO GREEN
While smaller, organic brands have always vowed to take the green route, many of the world’s largest global players are now taking note from companies like Unilever, P&G, Coty and Clarins who are pledging to source more natural ingredients and reduce their carbon footprints.
2.) TRUFFLE IS THE NEW CAVIAR
Marine ingredients have long been used in beauty products for their rejuvenating properties but the focus is now moving to more niche substances like truffle oil, which has been proven to help moisturise and protect both hair and skin.
3.) SPRAY IT FORWARD
A favourite brand of beauty editors everywhere, Mane & Tail have launched a rather daunting looking spray-on shampoo and conditioner set so you can get an even coverage of product all over your scalp.
4.) MEN ARE BECOMING MORE VAIN
Sales of post-shaving face creams, anti-wrinkle serums and hair thickening treatments in the male sector have risen by 30 per cent in the last year alone with the most popular purchases being in the fragrance and hair loss sector.
5.) ARABS SPEND MORE ON FRAGRANCE THAN ANYTHING ELSE
Last year 87.6 per cent of all cosmetic sales in the GCC were on perfumes, and luxury perfumes at that. The Arab region continues to be the biggest consumer of high-end fragrances in the world, so much so that global corporations are now adding region-specific ingredients like sandalwood and oud to appeal specifically to our market.
6.) MINERAL MAKE-UP IS MAKING ITS MARK
As global temperatures rise women are turning away from heavy, oily foundations in favour for a lighter, more matte look. While cream blushes and lipsticks still prove to be a popular choice with many customers, powdered foundations and concealers are becoming a staple in many women’s make-up bags.
7.) HIGH-TECH SALES REPS ARE COMING SOON TO A COUNTER NEAR YOU
In the not-so-distant future sales reps at your favourite beauty counters will be equipped with more sophisticated skincare tools such as face-mapping computers and ultrasound devices which will help offer custom skincare solutions.
8.) 50 IS THE NEW 40
Anti-ageing brands are shifting towards an older demographic as their technologies continue to advance and they can help repair rather than just prevent an accelerated ageing process as well as treating hormonal imbalances that may be experienced post-menopause.
9.) EMBRACE THE JUICE DIET FOR YOUR SKIN
In a world of stem-cell technology and plant-based extracts, fruit acids are becoming a main focus thanks to their anti-oxidant and lightening properties.
10.) NO SWEAT?
New antiperspirant technologies are now offering a (slightly worrying) five-day protection. Meaning you can coat your underarms in a clear, fragrance-free substance twice a week and stay shower-free thanks to a lack of perspiration.
