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Creative Nail Design, global beauty brand forecasts high growth in the region

Ahead of its participation in BeautyWorld Middle East, sales manager Manwel Yehya of Momentum Beauty Products, distributor of Creative in the Middle East, stated that the brand's unparalleled growth in the region could be attributed to nail care gaining currency amongst both men as well as women. 'Beauty products like cosmetics and perfumes have clearly shifted from the realm of the rich and privileged to a common man's necessity. A recently published statistic regarding the beauty spend in the Gulf States showed that the average individual spend is a staggering US$334 (AED1220) per annum, reported to be one of the highest in the world. The beauty industry is poised to grow at an exponential rate of 12% per annum region-wide,' said Yehya.

Creative Nail Design is also one of the beneficiaries of a revolution in male grooming. Yehya pointed out that nowadays it is fairly common for men to spend the big bucks on luxury 'facials' for their hands and feet at salons and spas. 'Our clients have reported that Creative's Raw Earth pedicures are most popular amongst men in the region,' stated Yehya.

'With the region's blooming work and social scene, salons that provide quick beauty-fixes have mushroomed. Even high-street retail houses like Harvey Nichols and Saks Fifth Avenue incorporated nail bars exclusively using global leader Creative Nail Design within their lifestyle stores,' added Yehya.

The augmented demand for high-end nail care products can also be ascribed to the high standards of ongoing education provided by companies such as Creative Nail Design. Its internationally certified nail technicians are tutored in nail physiology, innovative techniques along with hygiene and safety requirements in salons. Creative trained nail technicians are known to provide quality service in over 8,000 salons and spas across 50 countries.

'In the Middle East, Creative has been conducting formalized workshops for nail technicians for the past five years. Every year, at the end of its annual regional training camp, Creative certifies over 25 master nail technicians as 'Educators', thus establishing a growing network of professionals and tutors in the Middle East. Creative also hosts the Annual Middle East Nail Competition to evaluate, motivate and enhance the standards of professionalism in the regional nail industry,' pointed out Yehya.

In the UAE, Creative has participated in the BeautyWorld exhibition since five years and has lent backstage assistance at the past two editions of Dubai Fashion. Yehya admits that participation in high-octane events like BeautyWorld M.E. and Dubai Fashion provides high brand visibility. 'This year, just as in the previous years, we will be holding Creative demonstrations and Raw Earth treatments at our stand A52 in Hall 2 at BeautyWorld.'