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EIDEAL’s to showcase at BeautyWorld Middle East (BWME) 2017


EIDEAL is lined up to showcase at the forthcoming Beauty World Middle East, due to take place from 14th to 16th May in Dubai. “At BWME, 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 who used them to style supermodel Bella Hadid’s hair at the Cannes Film Festival in 2016, as well as Amazon Keratin,” says Haysam Eid, Managing Director of EIDEAL. “We also plan to launch our latest acquisition, Davines, at the event.”


How Davines is different

Davines is an innovative haircare brand driven by a desire for sustainability without compromising on the highest level of performance. Since its conception in Italy in 1983, the brand has taken the world by storm, with a distribution list that boasts 95 countries and an impressive who’s who of the great fashion capitals including London, Paris, New York. The Davines’ mission is simple: to inspire and improve the work life quality of worldwide beauty professionals through concepts, products and services that will allow them to offer unique experiences to their clients. Thanks to its range of illustrious products which regularly appear on the pages of fashion and beauty bibles worldwide, the brand is fulfilling its aim. “With a main focus on sustainability, Davines is a brand that an enlightened and 1aware 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,” says Haysam Eid, Manging Director of EIDEAL. “We believe that Davines is a great addition to the market.” 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 the BWME and Eid believes EIDEAL’s participation definitely raises awareness about the brand and allows EIDEAL to expand its distribution channel. “Other than building new local partnerships, BWME allows us to get involved with people from outside the region who can be potential distributors of the brand. This year, similarly to every year, our main goal would definitely be to add value to the industry.”


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