Middle Eastern Masterclass Tackles Natural Cosmetics Issues
by Redaktion (comments: 0)
Natural & organic cosmetic sales in the Middle East are increasing by over 20 % per year, however few indigenous brands are benefiting from high consumer demand. Organic Monitor research finds European brands are mainly making inroads, whilst Middle Eastern brands grapple with technical and marketing issues. To address such issues, Organic Monitor is hosting its first Natural Cosmetics Masterclass in the region. Taking place in Dubai on 29 - 30 May, the Masterclass is hosted alongside the Beautyworld Middle East trade show.
The Masterclass comprises two interactive workshops that tackle the major technical and marketing issues associated with natural and organic cosmetics. Titled Green Certification, the first workshop hones in on the technical and formulation hurdles. An update will be given on natural & organic cosmetic standards in each region, followed by guidance on getting products certified. Organic Monitor finds that although the number of standards has grown in recent years, adoption rates are increasing at a slow rate. Divisions are also widening in some regions as the number of standards proliferates.
The Business Opportunities workshop highlights the business openings in the natural and organic cosmetics market. Global sales of such products have exceeded USD 9 billion, however sales remain concentrated in Europe and North America. Although the market in Asia and the Middle East is showing high growth, Western brands are leveraging their marketing expertise to build a strong presence. Distribution is a major hurdle in emerging markets. Using case studies, methods to build distribution will be discussed by the workshop leader. Business openings in the Middle-Eastern market, as well as other regions will be highlighted.
By focusing on the technical and marketing hurdles, the Masterclass aims to encourage the development of local brands of natural & organic cosmetics in the Middle-East. The region is lagging other regions – including Asia – in the number of native natural and organic brands. The workshops will be conducted in an interactive style to provide practical solutions and guidance to delegates.
More information here.
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