Professional Beauty is an eventful two-day-long trade show held in Dubai where the world’s most outstanding hair and beauty brands come together. Celebrating the latest techniques, services and products, beautique cosmetics international showcased the latest must-haves from Tangle Teezer, Invisibobble, KeraStraight, INNOluxe, label.m and Cuccio.
The Kuwait & Dubai team took on Professional Beauty for the second year, and this year’s installment also sees TONI&GUY joining these brands under the umbrella company beautique cosmetics international. The company continues to expand, having recently acquired Rapid General Trading, and opening a new showroom in Dubai within a matter of weeks. The beautique cosmetics international installation at Professional Beauty was quite the show stopper! The stand had consultation areas, a central tower packed with Cuccio polishes, a videoscreen and a branded logo backdrop perfect to give that red-carpet ready pose.
Regional Sales Manager, Lucy Parry was on- hand to greet enthusiastic salon owners and stylists. Seeing order after order quickly coming through, Head of Sales in Kuwait, Fatma Karimy balanced the tempo as she took the time to introduce the brands and their top products. Annie Centeno, beautique’s Marketing & PR executive, was equipped with brochures and product guides to better acquaint those waiting to receive their discount vouchers.
The established fashion and style blogger in the Middle East @saraindubai put her locks in the hands of the experienced founder of KeraStraight, Jez Barnett and had half her hair treated with KeraStraight and the other side left raw. With absolute ease, Jez straightened the KeraStraight side and the instant smoothness was incredible. Upon closer inspection, not a yaway hair could be spotted at all!
On the second day of the trade show Jez took to the mainstage and wowed the crowds with the incredible results of KeraStraight. A whole selection of models with different hair types had their unruly manes transformed into glossy, enviable hair. Sara confessed that having tried a number of different treatments to tackle her frizz, she keeps on coming back to Kerastraight because it is the one that really works and keeps the hair in great condition.
Now, it is all well and good to straighten natural hair and have it shine but the real challenges can be found when trying to achieve this super-healthy shine on color treated hair. This is where INNOluxe comes in. One model showed off her brand new balayage, a hand painted method of graduating hair color. The hair was visibly smooth with a healthy shine and the secret came from using INNOluxe during the coloring process. Then the nalourish with a pump of INNOluxe Elixir, a super concentrate leave in conditioner that was a nalist in the Hair Awards 2016.
With such a wonderfully successful showing during Professional Beauty over the two days, the Kuwait and Dubai teams ended their experience with a private dinner at the indulgent Ramusake. Representatives from Trevor Sorbie, Gloss Academy, Chill Salon, The Grooming Company, Pastel Salon and of course the beautique team all came together with the Assistant General Manager of beautique, Heba Farrag, at the head of the table enjoyed a wonderful night to remember!