RIYADH, 28 May 2007 — While many Saudi women tend to choose the summer to travel abroad for a seasonal shopping spree, a series of women-targeted beauty exhibitions are expected to hit Riyadh this summer.
Hammed Al-Hushan, secretary of the National Committee of Exhibitions Companies, told Arab News that there would be 400 exhibitions being held over the summer. Fifty-five of these will specialize in displaying women’s products.
The exhibition season is to start today at the Four Seasons Hotel in Riyadh with the “Lady Beauty Exhibition 2007,” one of the most magnificent exhibits for women in the region
Following the tremendous success of last year’s “Lady Beauty Exhibition,” participation has significantly increased this year, with over 100 international and local companies that specialize in women beauty and care products scheduled to attend.
The total value of displayed products is estimated to be around SR200 million ($53 million).
Majed Al-Yousifi, vice president of “Delta Bro,” the company organizing the events, told Arab News that he expects over 20,000 women to visit the beauty show.
“Many jobs have been granted to ladies as a consequence of the increased number of participating companies this year. The exhibition has created over 180 jobs for women so far. Most of them are related to marketing and selling,” he said.
Women exhibitions that have been held in the last few years have prospered due to the tangible encouragement that Saudi princesses and businesswomen have given to them.
The presence of the wife of Custodian of the Two Holy Mosques King Abdullah Princess Hessa Al-Shaalan, who sponsored a beauty event last year, has contributed in attracting more prominent women to attend exhibitions held in the Kingdom.
The official support given by governmental organizations to authorize and sponsor these exhibitions have also added to their success.
According to Abdullah Al-Gubairy, member of the Conferences and Showrooms Committee at the Chamber of Commerce, women exhibitions constitute 15 percent of the overall exhibitions held across the Kingdom.
“Exhibitions play an economic and social role in the Kingdom. The Saudi market is longing to host more women exhibitions in which popular companies can participate. This gives women the opportunity to select their preferred cosmetics, designer outfits, jewelries and beauty supplies, and moreover be enlightened with the latest brands and products without leaving the Kingdom,” said Nabilah Yagmour, a showrooms management specialist.
Women exhibitions have also played a significant role in creating new types of employment for Saudi women, said Ohoud Al-Mezraq, spokeswoman for jewelers “Thuraya.”
“Over the last few years, women exhibitions have offered hundreds of temporary jobs to Saudi women, among whom unemployment is high,” she said.
“Having more exhibitions helps in making deals with international companies and attracting popular companies to come and invest in the Saudi market. They also give local companies the opportunity to work alongside international ones and benefit from their experience,” Al-Mezraq added.
