MADI International, exclusive distributor for internationally reputed brands in hair care, skin care, nail care, makeup, salon equipment and furniture, yesterday (Monday, March 22, 2010) launched the product line of Sebastian Professional in the UAE, a brand owned by Procter & Gamble that is regarded as one of the world's true innovators of styling and hair care. The UAE launch is part of an expansion strategy that seeks to boost the market share of Sebastian Professional across the Middle East and to leverage the growth potential of the region wherein beauty sales are estimated to reach more than AED 11 billion in 2010.
During the event, held at the Ocean Club at Sheraton Hotel, Jumeirah Beach Residence, Dubai, MADI International introduced Sebastian Professional products that are divided into four ranges: Foundation, Flow, Form and Flaunt. MADI International also invited multi-award winning international stylist Shay Dempsey at the launch with a live performance and to talk about the latest hair styling trends around the world and the impact of the new Sebastian Professional product line on the UAE's hair styling industry.
"The reinvention of the Sebastian Professional range of products has been thoroughly planned to meet the new and distinct requirements of hairstyling clients. An extensive research spanning over two years, including interviews with more than 10,000 consumers and stylists, was conducted. Intensive product testing was also performed, which has greatly helped in developing a genuinely consumer-oriented, innovative and inspiring product line. The UAE remains a very exciting and lucrative market for Sebastian Professional and we are confident that the new product line will be highly successful here, which will ultimately help generate momentum to pursue further growth plans across the region," said Mohamad Madi, President of Madi International Group.
Sebastian Professional's Flow range incorporates light mousses and sprays to create natural styling and hold; the Flaunt range offers stylists and consumers the tools to create dramatic shine and style maintenance; the Form line offers more dramatic styles with strong hold, and incorporates a range of clay, gel and high-powered spray products; and the Foundation line contains three combinations of shampoos and conditioners that have been formulated to answer the needs of a specific hair type, along with supporting products such as intensive hair masks.
Four hero products were also showcased during the event: Penetraitt Masque, Whipped Crème, Craft Clay and Trilliant. Whipped Crème, in particular, has been described as the overall hero product; it is part of the new Flow range that encompasses the hold of a mousse with the luxurious care of a cream.
MADI International’s distribution network in the Middle East covers the UAE, Kuwait, Qatar, Oman, Bahrain, KSA and Lebanon.
