Interview with CEO Messe Frankfurt Middle East, Organiser of Beautyworld Middle East : Mr. Ahmed Pauwels

June 4th, 2015

Ahmed Pauwels CEO Messe Frankfurt Middle EastThe Beauty World Middle East has always been one of the most talked about exhibition in the town. This year it was huge and memorable one for Beauty World Middle East as it was the 20th Anniversary Celebration.

The 20th anniversary edition was flagged off by H.E. Dr. Rashid Ahmed bin Fahad, UAE Minister of Environment and Water, and Chairman of the Board of Emirates Authority for Standardization and Metrology (ESMA).
Beauty World Middle East 2015Beauty World Middle East 2015

The Beauty World Middle East 2015 got a glamorous start on 26th May on the very first day of the 3 day event with International Celebrity Product Launches grabbing the headlines. On the very first day , American Reality TV Star Khloe Kardashian brought a touch of international glamour to the show  by launching the Kardashian Beauty line of hair care products at the Anda International stand.

Miss Teen Australia and former Miss Teen Universe, Jasmine Stringer was another star present at the Beauty World for the launch of Skin O2 Australian Doctors Formula Cosmetics. Ms. Stringer is an official beauty brand ambassador for the Australian product line Skin O2.

I had a great time being a part of this special edition of Beauty World and it was a privilege interviewing  Mr. Ahmed Pauwels, CEO of Messe Frankfurt Middle East, organiser of Beautyworld Middle East.

Beauty World Middle East 2015

Since this is the 20th Edition of Beauty World , What kind of  changes and growth have you seen in all these years ?

To start with , The show used to run earlier as Gulf Beauty and when we took over the organization of the show we renamed it to Beauty World which is much more of an International brand and with that being part of the Messe Frankfurt group which is the 12th Largest Exhibition organizers in the world and has exhibited in more than 150 Countries . So it’s a big company and had already done a Beauty Show in Frankfurt , What we did is very important , First of all we structurize the show into different element such as Makeup department , Fragrance department etc. etc. which made it easier for the visitors to have a focus visit . “Over the past twenty years, the show has grown from modest beginnings into a ‘must-attend’ international trade and networking mega event for anyone involved in the beauty and wellness industries. Exhibiting at Beauty World means reaching more that 2 billion people who come from different regions.

What would you say about the demand for Halal Cosmetics in Middle East ?
Usually in the middle eastern community there is a lot of demand for certified halal cosmetics , and now the government is involved in the certification of halal cosmetics which test the product and give halal certification to brands which makes it easier for consumer to trust the brand .

Dubai as a Beauty Industry , Do you think the consumers here in dubai are very much brand conscious ?
Yes, We all know that the Beauty and personal care sales in the middle east have crossed 24 billion dollar mark , In fragrance alone people spend so much of money. It is the top in the middle east .

When you compare all the different sectors of the Beauty Industry in Middle East such as Skin Care , Makeup , Hair , Nails and Fragrances ? Which sector would you say has shown a tremendous growth and has given the best result ?

The biggest has been the fragrances as there is a lot of craze for perfumes here in the Middle East , Every one likes to smell nice , thus no one minds spending extra money on new fragrance .

Today is the second day of the Beauty World , How is the response so far ?
Everyone is excited and most of the exhibitors who exhibit with us wants to come back bigger next time . They have always got incredible response with us and great business opportunities in the Beauty World . We haven’t seen exhibitor not coming back after experiencing the exhibition once . This year also , we have had a great opening day and the huge number of visitors has already registered at the Beauty World .

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5 Responses to “Interview with CEO Messe Frankfurt Middle East, Organiser of Beautyworld Middle East : Mr. Ahmed Pauwels”

  1. A question for Mr. Ahmed:

    Isn’t it surprising that despite considerable efforts none of the local brands have ever made into top 10 most selling brands in UAE?

    • vynatheya says:

      Good question and if you were to see the global trendz the western world has always been dominant in the beauty industry and because of ther strong global presence and brand equity created almost over a century the local brands which are hardly a decade or two old are slowly graduating and will reach to the pinnacle in the years to come..and also considering UAE as a country is just 30 plus years old but yet has placed itself well as a largest consumer market for the beauty products.

    • Hello , Thank you for visiting the blog 🙂 . Completely agree with Vynatheya on this . It will take few more years of hard work and dedication for the new local brands to reach the global market . Looking to have Mr Ahmed Pauwels take on this , I am anyways going to forward your question to him.

  2. vynatheya says:

    Interesting interview to read,look forward to more posts on beauty trend

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