Dubai, UAE, 22 March 2017: The UAE’s finest male grooming technicians will lay down the gauntlet for the return of the Middle East’s premier barbering competition in Dubai, as their skilfully wielded razors and flashing scissors face the ultimate test.
Battle of the Barbers, organised by the British Barbers’ Association (BBA) in partnership with Beautyworld Middle East, shines the spotlight on the art of barbering, where the UAE’s best get to showcase their craft.
The 2nd edition of the competition has attracted widespread interest from throughout the male grooming profession, with preliminary heats now being carried out across the country’s top barbershops and salons.
Four finalists from the heats will then go toe-to-toe live in a boxing ring setting at the Beautyworld Middle East 2017 trade fair, which runs from 14-16 May at the Dubai International Convention and Exhibition Centre.
They will battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave, with thousands of visitors at the annual exhibition treated to great showmanship and artistry as the barbers calm their nerves and produce winning styles and shaves.
“The aim of Battle of the Barbers is to raise the profile and build the community of the barbers in the UAE,” said Trevor Studd, Director of the BBA. “These are the guys that keep UAE men looking good and keep them feeling good. They should be proud of their profession and also be given praise for the long hours, passion and dedication they devote to their shop owners and most importantly to their customers.”
Studd said the interest from barbers and salon owners for the 2nd Battle of the Barbers has been encouraging, and he expects the standards to be raised for the competition this year. “A lot of new barbers have moved to Dubai from all over the world and new barbershops here are far outgrowing new salons,” he added.
“Male Grooming in the Middle East and especially the UAE has really started to mature, and we’re seeing a lot more specific products being requested and purchased in the barbershops. Males are also looking to gain more value from their visits to the barbershop; a simple haircut now needs to be a great haircut and barbers need to step up their game to stay competitive against the new wave of shops opening.”
Winners of the Battle of the Barbers will receive a full range of BBA grooming products, flights to Telford UK, along with three nights’ accommodation and passes to Barber Connect – Europe’s largest barber exhibition.
The competition’s growing popularity comes as male grooming in the Middle East continues its rapid climb; according to analysts Euromonitor, the regional retail value of the men’s grooming market, which includes razors and shaving products, will be worth US$1.98 billion in 2020, up from US$1.45 billion in 2016. In the UAE, the market is estimated to be worth US$379 million in 2020, compared to US$300 million in 2016.
“Men’s grooming is rapidly carving out its own niche in the beauty industry, as men invest more on grooming products and styling to rival their female counterparts,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East. “The Battle of the Barbers brings into sharp focus the skills of local barbers and gives them a chance to showcase their talent on a global stage.”
Beautyworld Middle East is the region’s largest trade fair for beauty products, hair, fragrances, and wellbeing, and will feature more than 1,500 exhibitors from 60 countries in its 22nd edition.
The annual three-day event focuses on the six product groups of Hair, Nails & Salon Supplies; Cosmetics & Skincare; Machinery, Packaging, & Raw Materials; Personal Care & Hygiene; Fragrance Compounds & Finished Fragrance; and Professional Equipment, Spa & Wellness.
While Men’s Grooming doesn’t have its own dedicated section, many manufacturers and suppliers are introducing haircare, skincare, and personal care product lines specifically for the well-groomed man.
Among these is Eideal, a regular Beautyworld Middle East exhibitor and a leading manufacturer and distributor of premium hair solutions across the Middle East and North Africa.
Eideal recently became the official regional distributor of Davines, an Italian haircare brand with its roots founded on sustainable beauty. Eideal will officially launch Davines at Beautyworld Middle East 2017, including its Davines Natural Tech line for hair and scalp problems.
“Men’s grooming in the Middle East is a booming business, and gone are the days where a man is scorned for pampering himself and taking care of his appearance,” said Haysam Eid, the Managing Director of Eideal. “The modern man is all about taking his grooming routine up a notch outside his bathroom door.
“With men’s grooming it’s also important to cater to their scalp issues which are often a huge concern for men. Davines Natural Tech line targets individual problems with the hair and scalp. Whether it is dandruff, hair loss or excess sebum, the eight families in the range can totally transform the hair and scalp.”
The USA Pavilion at Beautyworld Middle East 2017 will feature strongly with Lady Burd Cosmetics and Wilma Schumann Skincare among the American manufacturers presenting their dedicated men’s skincare lines. Aqaba will also showcase an organic range of men’s beard and hair oil, shaving cream, body scrub, and hammam bath salts.
Beautyworld Middle East is ideal for global players to launch their latest products and network with thousands of retailers, distributors, wholesalers, beauty professionals, importers and exporters from throughout the wider region and beyond.
Other inspirational highlights in addition to Battle of the Barbers include Sensorial Journey by Carita & centdgres; Quintessence: the art of perfume; Hair Education by ghd; Nail It! By Artistic and OPI; the Business in Beauty Summit; Face it! by Mehron and Madi International; and Centre Stage by Nazih Group – a three-day educational showcase highlighting the latest trends and developments in the beauty industry. More information is available at: www.beautyworldme.com