For its 2021 edition, Beautyworld Middle East in collaboration with fragrance house Iberchem will present “A World of Scents”, a new olfactory experience for the show’s visitors and participants to enjoy during their visit.
Curated by the team from Iberchem, “A World of Scents” will take place in different locations throughout the show, such as the Premium Lounge, the Quintessence zone and during the Beautyworld Middle East Awards ceremony to take place at the Dubai Ritz Carlton on October 5.
“A World of Scents” was developed as a unique way for visitors to discover, the beauty and benefits of scents beyond the stands of the fragrance brands and companies.
The concept will feature interactive installations and innovative concepts to delight visitors. It is the first time that the show has offered such an experience to its audience.
“We are thrilled to present this new fragrance experience at Beautyworld Middle East,” said Guillaume Audy, Corporate Communication Director at Iberchem.
“We feel incredibly honoured by all the trust the team at Beautyworld has placed in us to create this tailor-made experience. Year after year, Iberchem has brought innovative fragrance concepts to the show and this year, the creativity of our team will be featured at a whole new level. The fragrance industry has so much to offer, and it is our pleasure to contribute to spreading the word diffusion.”
“A World of Scents will offer trade buyers, beauty professionals, retailers, and distributors at Beautyworld Middle East the opportunity to elevate their typical trade fair visit by taking them on an olfactory journey through the show,” said Elaine O’Connell, Show Director of Beautyworld Middle East.”
“Creating scents is not just about chemistry, but about creative vision, living, dreaming and experiencing smells through memory, music, shapes, and colours. A World of Scents will embody this artistic journey and we’re delighted to partner with Iberchem in bringing this unique initiative to Beautyworld Middle East 2021.”
Beautyworld Middle East will be celebrating its 25th anniversary edition this year.
It is the region’s largest international trade fair for the beauty industry.
The upcoming show will host exhibitors from 54 countries and 17 dedicated country pavilions, making it the first truly international beauty event of the year.