EIDEAL, a regular Beautyworld Middle East exhibitor, is leading manufacturer and distributor of premium hair solutions across the Middle East and North Africa.
The latest developments at EIDEAL since the last edition of Beautyworld Middle East
We are constantly striving to ensure our tools become recognised as industry leaders and in 2016, we gained a huge international recognition from Jen Atkin, the renowned Celebrity Hairstylist who used our tools at the Cannes Film Festival to style Bella Hadid and Kendall Jenner’s Hair. We have also collaborated on photoshoots with the Middle East’s leading fashion magazines such as Grazia Middle East and Harper’s Bazaar. Thanks to a style she created whilst on a shoot for Harper’s Bazaar Bride, our Brand Ambassador Angel Montague-Sayers was awarded Bridal Hair Stylist of the Year at the recent Professional Beauty event.
We have also made it a point to step up the game not only internally but also for those in the industry. We have decided to create our own Workshop Program which will be handled and monitored by Angel. The workshops’ major role is to support our Salon-Partners and provide their staff with the latest techniques and trends. We take it as our responsibility to give back to the hair industry and most importantly our clients. The EIDEAL Hair Studio provides the brand’s Salon-Partners with bespoke workshops, carefully crafted to meet the salon’s needs and requirements under Angel’s supervision. The workshops include:
• Foundation Cutting
• Creative Cutting
• The Art of Dressing Hair
• Designer Brides
• Perfecting the Art of Arabic Hairstyling
• The Color Principles
• Amazon Keratin Workshop
• Davines Workshop
EIDEAL is a pioneering brand and for this reason, we are always very selective when it comes to brands we choose to distribute. We always seek to represent brands that have a reputation for excellence and that push the boundaries and are innovative. Therefore, we are proud to have become the official distributors of Davines, the Italian Hair Care Brand famous for its high quality range of products in addition to its Sustainable Mission. Davines has been a great achievement for us not only because of the fact that it is an international brand but most importantly because it will be such an added value to the market due to its unique concept and we will launch it officially at BWME 2017.
The latest news in the EIDEAL – Santi Business Leadership Programme launched last year
We launched the EIDEAL- Santi Business Leadership Programme at BeautyWorld Middle East in May 2016. My main goal was to create a Professional Hair Dressers’ Community in the region whereby salon owners can benefit from each other’s experience by sharing their knowledge and opening up to one another. This exclusive programme is currently being offered to a select number of our VIP salon partners and will culminate in the awarding of Business Leader of the Year at the end of May.
Fundamental to the brilliance of the programme is that Susie Santiago, the programme’s mentor has an in-depth understanding of all aspects of salon business. Participants have told me that they have learnt about planning and forecasting, sharper budgeting, branding and marketing, loyalty schemes, the client journey, net promoter score, mission statement and so many other things that until this programme came along, they hadn’t been able to fully master.
One of the cornerstones of the programme was to foster a supportive network for regional salon owners and while most of the programme takes place through interactive webinars and one-to-one sessions, we also held workshops In November where Susie interacted with the participants and they networked at our newly-refurbished headquarters.
During Susie’s visit in November, we hosted an open house event which allowed salon managers and owners interested in participating in ESLP 2017 to meet Susie and learn more about the programme.
Plans for Beautyworld Middle East 2017
At Beautyworld Middle East 2017, we will be highlighting our wide range of hair tools, which are a favourite with both top stylists in the region and celebrity stylists such as Jen Atkin, as well as Amazon Keratin. We also plan to launch our latest acquisition, Davines, at the event.
EIDEAL has participated in this global-scale exhibition since 2008 and have consistently utilised it as a platform to introduce brand-new products into the industry. People from all over the world come to attend Beautyworld Middle East and I believe EIDEAL’s participation definitely raises awareness about the brand and allows EIDEAL to expand its distribution channel.
EIDEAL’s own business growth and future plans
For the next year, we will actively be seeking ways in which to promote our range of hair tools both regionally and internationally.
2017 will undoubtedly also be taken up with all things Davines. We are currently in talks with a number of salons who are keen to take on the brand but we will be ensuring that only salons with the best possible reputation in the market and will stock the brand.
The rise of halal, organic, and men’s grooming the Middle East
In the Middle East, men’s grooming is a booming business. Gone are the days where a man is scorned for pampering himself and taking care of his appearance! The modern man is all about taking his grooming routine up a notch outside his bathroom door.
Originating in Europe and spreading all the way to the UAE, the reappearance of barber shops and dedicated men’s spa and salons is not to be denied.
The main reason behind this flagrant revival goes mainly to the current trend for “Hipster” attire of which the beard is a crucial part. After being embraced by several celebrities of course, the “Grow Your Beard Movement” if I may call it took over the streets.
Simultaneously, and to catch the train, salons started dedicating special services to men and some of them took it a step further by opening a gents’ branch or even a Barber Shop with a social hub kind of vibe that bring us back in time to the old days while providing top notch services.
Gentlemen are now interested in always maintaining this trendy look and they know that they have to invest in order to do that. Whether on buying oil for their beard to enhance hair growth, a brush to gently groom it or even a clipper such as our Swiftblade for when they feel like doing it themselves, the modern gent has his grooming priorities straight.
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. Often products which claim to be organic actually aren’t recognised as so. This is because, being ‘organic’ means you have been certified and very few products are able to achieve this high level of certification. Recently, Davines was awarded the B Corp certification. Coherent with its main value of Sustainable Beauty, Davines has thus become part of the global network of for-profit companies who have redefined their business model to exert a positive impact on people and on the planet.
Other key regional trends I envisage over the next 2-3 years
The UAE is already a very health conscious and fitness obsessed place and I think this will only increase over the next few years. With that in mind I think clients will automatically search for safer, more natural products. With a main focus on sustainability, Davines is a brand that an enlightened and aware consumer loves! Salons are now also becoming more and more planet friendly and taking conscious decisions of switching to sustainable products that at the same satisfy their clients’ needs and allow them to deliver great results. With this in mind, I believe that Davines is a great addition to the market.
I also believe that Dubai will soon head towards becoming more sustainable and so I think that driven by consumers ‘ eco-conscience, packaging from hair and beauty products will have to become recyclable.