HCM CITY — Leading international exhibition organiser Informa has joined hands with Kintex, a leading K-beauty show organiser from South Korea, to launch the Mekong Beauty Show in HCM City from June 15-17.

Mekong Beauty Show, which will be held on an area of 10,000 square metres at the Saigon Exhibition and Convention Center (SECC) in District 7, will be an exclusive opportunity to gain exposure, find new partners and set up strategic global alliances in the four emerging Mekong countries: Việt Nam, Cambodia, Laos, and Myanmar.

According to an IMF forecast, the four countries are expected to have a combined GDP of US$441 billion by 2020. The region is also an emerging market in the consumer beauty and personal care products, with average annual growth of 30 per cent in the last few years.

The only international business-to-business beauty exhibition in Việt Nam will feature more than 200 exhibitors from Europe, South Korea, Thailand, Singapore, Japan, China, Taiwan, and Việt Nam. The expo will be a comprehensive international business platform for industry players in the entire supply chain covering beauty and cosmetics, hair and nails, herbal and health, and OEM and packaging.

The Korean beauty industry will be among the most important drivers of the event. South Korea is the leader in the Asian beauty market based on its reputation for quality and safe ingredients and trendsetting marketing and packaging.

A delegation of 300 brands from South Korea will showcase K-beauty at the exhibition. There will be various interesting onsite activities to explore the international beauty world.

The expo from June 15 to 17 is expected to attract more than 10,000 trade visitors and 120 VIP buyers.

K-Beauty trend

The Korea Health Industry Development Institute (KHIDI) is going to launch its 2017 K-Beauty Global Empowerment Conference in Việt Nam at the Mekong Beauty Show.

The annual event, which gathers Korean pop stars, top Korean cosmetics brands and others will hold forth on the latest K-beauty trends and analyse Korean beauty stars’ styling.

“K-Beauty exhibitors have already achieved remarkable success at K-Beauty Expo's first international foray in Bangkok,” Dominic OH, division director of KINTEX, said.

“The Mekong Beauty Show will be the best opportunity to showcase the latest K-beauty and global beauty trends to the four Mekong countries."

Top South Korean models will perform at the show using the most popular K-beauty make-up styles and also hold onsite fitness sessions.

Việt Nam Beauty Distributor & Retailer Club

With support from Saigon Cosmetics Corporation, Medicare, Nielsen Vietnam, Beautystreams and Centdegrés, Mekong Beauty Show is aiming to gather top retailers and distributors and provide them with information and opportunities for co-operation.

It is important to create a strong community of distributors and retail chains in Việt Nam. Consumers are changing every day and to catch their attention and build brand awareness, all products should focus on the marketing and branding strategy. So the expo plans to bring in Beautystreams, a leading international beauty consultancy and Centdegres, which has great expertise in design, to educate the market.

The topics on the agenda will include building a collaborative relationship between beauty brands and conventional/online retailers, digital marketing as a key pillar of the marketing campaign, case studies from international beauty retail experience, and the Việt Nam retail market annual report and trends. www.mekongbeautyshow.com —VNS