THE COSMETIC INDUSTRY in Malaysia has been expanding rapidly and according to a report in 2013, Malaysians spent around RM1.64 Billion on cosmetics and toiletries products.
One of the platforms to see how the industry has grown yearly is at the International Beauty Expo. Since it was introduced last year, the participation brands has grown where this year, the number of participating exhibitor ifrom more than 10 countries participated in the IBE 2018.
The opening of IBE 2018 was officiated by Pahang Princess, Tengku Tan Sri Hajjah Meriam Sultan Hj Ahmad Shah Al- Mustaín Billah.
https://www.youtube.com/watch?v=HBEZCflUdGM
At the ceremony, a renowned Malaysia hair artist Miko Au presented his unique hair show that only certain people with artistic mind would appreciate. Honestly, being a person who is always appreciate mainstream arts, the show is quite difficult to swallow.
However, we had fun watching another wold renowned hair artist, a Spanish, Alberto Olmedo showing his talent in styling the models hair using katana, fire and claws. If I were one of the models, I wouldn’t trust my hair with him. So congratulations to the models and of course Mr Olmedo for the heart stopping show.
IBE which received support from Malaysia Tourism Promotion Board, Malaysia Convention & Exhibition Bureau and Malaysia External Trade Development Corporation (MATRADE) is a one stop solutions plagrom for all industry players such as Korea, Taiwan, Indonesia, India, Hong Kong, China, Japan, Singapore, Thailand, USA, Australia and Palestine.
As expected products from Korea are the hit among Malaysians visited IBE 2018 which was held at Kuala Lumpur Convention Centre (KLCC) from 5 – 8 May 2018.
Korean beauty products are not just a hit among Malaysian consumers, but they are popular even in USA. This is because Korean beauty products are more advanced in formulations and ingredients.
One Korean beauty products exhibitor told me that most of these products use natural ingredients that are safe to skin. Furthermore they are cheaper than most Western beauty products that normally rely on chemicals that may be harmful to skins. Furthermore it is Korean culture where beautiful skincare or flawless skin is an endless pursuit.
Not to mentioned, thanks to the Korean wave, where teeny boppers are obsessed with K-Pop artistes, endorsing their skincare products is the best marketing strategy.
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