The twin exhibitions Beautyworld Middle East, and Wellness & Spas Middle East will begin tomorrow (Sunday) at the Dubai International Convention and Exhibition Centre and will run till May 20.

The events will witness leading manufacturers, suppliers of beauty equipment, cosmetics, fragrance and beauty products, wellness and spa products, and fitness services and equipment, showcase their products before a crowd of 15,000 visitors from 100 countries, said its organisers Epoc Messe Frankfurt.

“The Middle East cosmetics and personal care sector has grown 12 per cent annually over the past three years, with sales valued at Dh7.7 billion ($2.1 billion) in 2007,” said Eckhard Pruy, CEO of Epoc Messe Frankfurt.

“The figures reveal that the society of the Middle East puts a premium on appearance, skin care, and beauty and grooming; areas that are increasingly an important concern for both women and men," he noted.

“In fact, the consumption of cosmetics and perfumes in the region is ranked among the highest per capita worldwide, with an average purchase per head of around Dh1,225 annually, and the beauty market worth more than Dh1.49 billion ($408 million) in retail sale,” said Andrea Werner, senior show manager of Beautyworld Middle East.

“An added feature to this year’s exhibition aside from the very popular Walk of Beauty and the nail competition will be the make up competition, and seminars and workshops – ‘The interactive Beauty and Wellness experience’,” she added.

The acknowledgment reflects Dubai's status as one of the first choice destinations for travelers who are seeking for a healthy break, or a relaxing period of rest and rejuvenation.

Dubai's spa facilities have been found to be amongst the best in the world,’ says Elaine O’Connell, senior show manager of Wellness & Spas Middle East.

"Out of the four spa destinations across the whole of the Middle East listed as being of a world class standard, three were found in Dubai. We are anticipating that the city's spas will become a yearly fixture on the list, as the emirate already has one of the highest concentrations of spas per capita across the globe," she added.

According to O’Connell, the global market for fitness equipment is expected to surpass Dh44 billion by 2010, stimulated by demand from homes, hotels, schools, universities, organizations’ and corporations’ fitness clubs, health centers, golf courses and cruise ships amongst others.

“The fitness equipment industry is going through a period of explosive growth, and  Wellness & Spas Middle East attracts buyers, investors, purchasers, developers, owners and industry professionals from hotels/resorts, wellness centers, clinics, health & fitness clubs, leisure centre’s, and hypermarkets amongst others.”

According to recent research, for every Dh5 spent on wellness programs, employers can expect a return of up to Dh50 through lower medical insurance claims, reduced days off due to sickness, and improved productivity amongst other factors.-TradeArabia News Service