Beauty & Style | Tuesday 10 February, 2015 2:20 pm |

Professional Beauty is committed to assisting companies within the beauty industry to grow and expand. Professional Beauty brought the industry together at the Madinat Jumeirah, Dubai, with its very first event in the Middle East. The convention comprised two-days of jam-packed business inspiration, showcasing the latest treatments and techniques from the key brands across the GCC region. With a global following, attracting delegates from Europe, Asia, Middle East and America, this strategy-focused convention gave executives a platform to share their experiences and industry best practices.

Madi International, one of the top distributors of the world’s leading professional beauty brands across the Middle East and the trendsetter of the region, was one of the many esteemed names participating in the event. And with one of the biggest exhibition booths at the convention, Madi was able to showcase itself and its partnering brands in all their glory.

The exhibition made for the perfect opportunity for people in the industry to update their knowledge and to inspire their teams and staff. From marketing a spa or salon, customer care, finance and staff retention, the seminars covered it all. Participants were able to strengthen old partnerships while building new ones and identifying new revenue opportunities.

Mr. Mohammed Madi, President of Madi International Group said, “The Middle East and Africa region has evolved as one of the most influential global markets for beauty and personal care and Madi International's knowledge about the regional preferences and market demands offers a distinct advantage.” The Middle East and Africa market for beauty and personal care grew by 8 per cent year-on-year from 2008 to 2013, with sales reaching US$ 24.2 billion in 2013, and annual sales are expected to exceed US$30 billion by the end of 2018, making it as one of the new growth frontiers for personal care and beauty products. “In this growing market, we, as pioneers in the field, are happy to be associated with a prestigious event like this. We look forward to next year’s edition and hope to share and learn even more next time”, he added.

Madi International shared the spotlight with some of its biggest brands. World-leading professional hair brand, Goldwell showcased its revolutionary products on a separate stage with a live hair show. They picked two of the finest stylists from the region who styled two models using Goldwell treatments and products. It was not only about hair, Madi presented its iconic skin care brand Thalgo and its innovative treatment. All this creative show was showcased in a salon concept equipped by Ionto Comed and Wellspa beauty concepts.

Over the years, Madi International has evolved to become the one-stop destination for anything related to the beauty business in the region. Today, Madi does not only offer a wide array of products, but also 23 years of experience and cultural know-how that position it as a consultancy in the beauty industry for any investors and specialists.