male grooming products emerge as an important sector in the cosmetics and fragrance industry

Published May 21st, 2009 - 03:00 GMT

The male grooming market has become a significant driving force in the global cosmetics and personal care industry. With the beauty market on course for steady growth, the men's grooming sector is similarly full of potential.

Muscling in on this lucrative sector is Beautyworld Middle East, running alongside Wellness and Spas Middle East, due to open from June 7 – 9, 2009, at the Dubai International Convention and Exhibition Center. A number of international and regional exhibitors participating in the twin shows will display a wide range of products and services targeted to the male grooming market.

“Male consumers are increasingly placing greater importance on looking good and the personal care aspects of improved health and wellness. Recent reports have revealed that the global sales of men’s grooming products reached AED 71.6 billion (US $19.5 billion) in 2008. The value of the market in 2009 is estimated to be AED 79.7 billion (US $21.7 billion), an increase of 11.3% as compared to last year,” said Ms. Elisabeth Brehl, Managing Director of Epoc Messe Frankfurt GmbH, organizer of the twin events.

Men are beginning to spend more time and money on personal grooming, and that includes everything, from investing in personal trainers and health club memberships to buying skin care products, and in extreme cases even going under the knife for cosmetic surgery.

Concerns over the signs of aging are also common among men but anti-aging benefits are only present in a small number of male grooming products, meaning this category has huge potential. Alessandro International GmbH, a key exhibitor at the Beautyworld Middle East, will be showcasing its full line of anti-ageing products for men. Formed from the most active and organic anti-ageing ingredients, on display will be intensive hand gel and moisturizers, along with day and night creams and serums.

“Looking to profit from the new male image are cosmetics companies, health clubs, retailers and wellness service providers as men become more image conscious. The economic downturn has tempered optimism but the men's beauty market remains one of the best performing segments in the personal care sector,” stated Ms. Brehl.

Euromonitor International adds that global sales for men’s grooming products is predicted to grow even further, the market is forecast to be worth AED 92 billion (US$25 billion) in 2011. Eastern Europe and Asia Pacific in particular, are expected to boom as male consumers increasingly adapt to western lifestyles. In Asia Pacific sales are projected to reach AED 15 billion (US$4 billion) in 2011, while in Eastern Europe they are predicted to grow to AED 9.2 billion (US $2.5 billion).

The desire to look and feel healthy has been driven by male role models such as film actors and sportsmen, and communicated via the huge growth in premium magazines dedicated to men.

Role models such as UK sports star David Beckham, Rugby player Lawrence Dallaglio, Olympic rower James Cracknell and swimming champion Mark Foster, have led popular marketing campaigns catering to male grooming.  While, ubersexual icons such as George Clooney, Bill Clinton, Bono, Barack Obama, Guy Ritchie, and Jon Stewart, are being held responsible for promoting a groomed image to the masses, whilst still remaining masculine.

As the boundaries between genders continue to be broken down, global companies are expected to find increasingly innovative ways to profit from the evolving characteristics of the male consumer.

Beautyworld Middle East is ranked amongst the top four exhibitions in the world for the industry, and is also the largest and most successful international beauty trade fair in the region.


Show Profile:
The Largest International Trade Fair for Beauty Products, Cosmetics and Perfumery in the Middle East. Now in its 14th year, Beautyworld Middle East is the most successful beauty event in the region. As the largest event of its kind, you will have direct access to over 700 exhibitors representing over 1500 brands from 50 countries, with over 18000 trade visitors expected from 100 countries. There is no other exhibition in the Middle East that delivers the quality and variety of buyers and distributors. Beautyworld Middle East is the largest gathering of beauty professionals in the Middle East.
Show website:

Company profile:
EPOC Messe Frankfurt GmbH is a subsidiary of Messe Frankfurt. Messe Frankfurt is Germany’s largest trade fair organizer, with 436 million Euros in sales in 2008 and more than 1,400 employees worldwide. The Messe Frankfurt Group has a presence for its customers in more than 150 countries. In 2008, Messe Frankfurt organized more than 100 trade fairs, of which more than half took place outside Germany.
The successful portfolio of events of EPOC Messe Frankfurt GmbH in Dubai include: Intersec trade fair and conference, Materials Handling Middle East, Hardware+Tools Middle East, Garden+Landscaping Middle East, ISH kitchen+bath Middle East, Light Middle East, Beautyworld Middle East, Wellness & Spas Middle East, Automechanika Middle East, and the Middle East Toy Fair.
For more information, please visit our website at:

© 2000 - 2022 Al Bawaba (

You may also like