An attempt to conquer the United Arab Emirates, an important emerging market, with quality and confidence; a way to counter the crisis and increase possibilities for synergies and business opportunities in the Middle East: the PLME Exhibition, in Dubai from 26^th to 28^th September, will be all of this.

The Italian Trade Commission will be coordinating a collective of Italian companies, chosen from among the best to exhibit their products. These will present a level of quality and excellence that is sure to surprise the visitors to the Dubai World Trade Centre, site of the exhibition, which has already reached its sixth edition. The latest health and beauty developments will also be on display, with a vast range of anti-wrinkle and moisturising cosmetics, which can be tested for effectiveness and hypoallergenicity, as well as household cleaning products, from detergents to sprays, including innovative dust capture systems. Finally, there will also be paper and plastic products, such as plates and beakers that are practical and easy to use, and a vast assortment of hygiene products, from toothbrushes to foam bath and shampoos.

The best Italian brands in the sector, known throughout the world, will be present at the Dubai exhibition, in full awareness of it being a highly prestigious showcase and a doorway to creating business relations also with other countries in the Gulf. Dubai, in fact, plays a leading role among the economies in the Middle East, an area that since last year has seen a 15% trade increase in the so-called “private label” sector (i.e. the supply of branded products).

Even if Europe is the most developed “Private Label” market in the world, with 23% of the total value, emerging markets represent 6% of global trade volume and offer greater margins for expansion. The Italian companies start from a good base for business, with Italy ranking third among suppliers to the United Arab Emirates from the European Union and eighth at the world level (with a share of around 4%).

This sound basis should be the starting point to improve their performances and, aided by the presence of interpreters, create new relations, taking the best that the dynamism of the Middle East has to offer. Without neglecting elegance, which has always characterised the design of Italian-made cosmetics and cleaning products, it will be necessary to stake everything on quality. All substances that are in some way “natural” will be favoured, from aloe vera to caffeine and various plant extracts, but one quality to which attention must be paid is effectiveness, based on laboratory tests. The research conducted by the companies is what will make the difference and provide satisfaction for the most demanding customers. Due to the crisis, last year’s exhibition saw the participation of 58 exhibitors, with 3,000 visitors and sector operators. There is hope this year for a significant recovery.