Messe Frankfurt Beautyworld Middle East

The Middle East has now overtaken Latin America to become the fastest growing beauty industry in this world. And with this in mind, global events company organisers, Messe Frankfurt wanted to celebrate this news at the 20th anniversary of Beautyworld Middle East in Dubai, which has now become the largest beauty trade event in the world. markettiers4dc were briefed to maximise its impact and to highlight to some 1,400 exhibitors who were present and prospects for next year the importance of being at this event and the business opportunities it provides.

With a jam-packed schedule and filming across the three day event, markettiers4dc enlisted their team to film b-roll, which was edited and distributed immediately to media who were keen to cover the event. With senior government officials present for the ribbon cutting at the opening, to a star appearance from celebrity Khloe Kardashian, to numerous catwalk shows, nail competitions and make up demonstrations on site – there was plenty to film at the World Trade Centre event. In addition, a short video news package was edited together, which was distributed to news portals and beauty blogs throughout the GCC countries and the rest of the region.

What’s more, in order to position Beautyworld Middle East as THE beauty trade fair to be at – a highlights package was also produced for the website and for future marketing and promotional material.

That aside, our social production team were also on hand to help drive visitor numbers by continually tweeting content and uploading videos to the trade fair’s Twitter page and Instagram account. This provided a constant flow of rich media content and conversation that drove fans to engage with Beautyworld. The social content was so successful that the Twitter fan base grew by over 10% after the three days, with numerous ‘likes’ and ‘retweets’ from fans.

“I would like to express how pleased I am with the work you have done for us. I am so impressed with your team’s professionalism, and the quality of what you’ve produced for us. I look forward to working together again in the future.”

Elaine O'Connell, Senior Show Manager, Beautyworld Middle East

“Thanks for going further and beyond in helping us maximize coverage for BWME. It’s very much appreciated.”

Gareth Wright, Head of Public Relations, Messe Frankfurt Middle East GmbH