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.'