Estetica forays into The Middle East

Estetica forays into The Middle East

MUMBAI: MaXposure Media Group has launched the Middle East edition of Estetica, a leading Italian hair fashion magazine. MMG are the publishers of Estetica India, Andpersand - luxury-lifestyle magazine, Spice Route - The official magazine for Spice Jet, Touchdown- the Mumbai airport magazine, Elite Life- The ICICI Prudential magazine and Mercedes Benz Magazine.

Estetica Middle East (EME) is the 26th International Edition of this 60-year-old Italian magazine, the global leader in the hair and beauty publication industry. It‘s a quarterly publication, in both Arabic and English. Not only this, you can also buy the Digital version of the Magazine on Zinio. Respecting the multicultural ethos of the region, we have translated certain sections into Arabic and French as well. Offering all this and more, this glossy product is available for only AED 15!

Prakash Johari, CEO, MaXposure Media Group Middle East, said: ?We are very proud of this new venture in the Middle East. Estetica India has been a roaring success, as it has progressed to being a bi-monthly within a year. It has to its credit strong properties like Estetica Awards, a nation wide roadshow and award events that recognises the best of Hairdressers & Salons and a weekly 30 Min Estetica TV Show on a leading Lifestyle channel in India. We believe Middle East is one of the most promising market for beauty companies!?

Vijaya Saran, Publisher, Estetica Middle East said, ?For the beauty sector, the Middle East is not only one of the world?s most affluent regions, but also has one of the highest per capita spends on beauty products and services than anywhere else in the world. Even during the global recession over the last two years, it was one of the few regions where the beauty industry witnessed robust growth. So we had all the reasons to launch Estetica in this region.?

Vikas Johari, Editor, MaXposure Media Group, Middle East, said: ?Estetica is entering the Middle East Market at a time when ‘hair‘ has become an important factor for determining one‘s style quotient. The ?fashion forwards? actually determine the clothes they wear, the look they sport based on their hairstyle. So far we‘ve looked very seriously at other lifestyle musts - watches, jewellery, gadgets etc and now is the time to delve deeper into the relatively under-explored territory of the ‘hair fashion‘ industry."

EME features the best content from its worldwide network of Estetica magazines including France, UK, USA, Italy and India. It is a visual treat, since only the best quality images are printed on the best quality of paper. The GCC region has a blend of cultures and nationalities leading to a demand for the latest in international trends. So, in our first issue, we spoke with some of the industry‘s major players, for their perspective on the ever-growing beauty industry in the region. Adnan Abou Naaj, General Manager, UAE, Qatar and Oman, Madi International, said, ?Estetica Middle East will be an essential guide for beauty professionals here. It connects brands and professional users, introduces the latest products to salon owners.?
Peter Tighe, General Manager, L?Or?al Professionnel, Middle East, said, ?Estetica is an important tool in terms of hair education. It offers global information on the hair industry and can really open up the minds of professionals here to try out new things.?

The cover story in the launch issue rewinds to the late 40?s and the early 50?s, when women had started coming into their own. The aspirational hairstyles and dresses shown in the piece are enough to spark a woman‘s imagination. EME also offers insights into Arab fashion that draws from international chic but has a unique style of its own.

The issue will also help readers make an informed choice through the Estetica Salon Awards, where we review salons incognito. Plus there‘s much information for industry professionals as the magazine put a special focus on hair academies which provide professional training to the ever increasing salons and spas.

Roberto Pissimiglia, President and Publisher, Estetica Network, said, ?If Estetica Network represents an overview and synthesis of the hairdressing and beauty markets, there simply had to be an EME to represent an area of strategic importance for all sector companies and operators.?

Carla De Meo, Editorial Director, Estetica Network, said, ?Dynamic countries, precisely like those of the Middle East, are undergoing full-blown development and giving rise to innovative ideas for the entire world of hair fashion.?

Luisa Barberis, Sales & Marketing Manager Asia/Pacific, Estetica Network, said, ?Yet another edition in our incredible network! Congratulations Maxposure for undertaking such an amazing journey in the Persian Gulf Area. I wish you lots of success!?

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