Madi International sets new levels of innovation at ‘Walk of Beauty’

DUBAI-  Madi International – one of the Middle East’s leading distributors of internationally reputed professional beauty brands, is set to unravel something totally unconventional when it takes centre stage with its annual Walk of Beauty event later this month.

The Walk of Beauty event, held in conjunction with Beauty world Middle East, will be showcased between May 27 and 29, 2014 at Dubai International Exhibition and Convention Centre. The Walk of Beauty extravaganza is being held continuously for the past nine years and is a major attraction at the show.

However, this year promises to be a major hit, with its unique format and presentation, going with Madi International’s strategy to present innovative ideas. In a revolutionary step, Madi will set up a stage, which will be divided into ten semi-salons, fully equipped like any salon – with hair setup station, nails station, make-up equipment and accessories, skincare station etc.

In short, Madi will make the Walk of Beauty as a complete platform for professional makeover – where models will be prepared from head to toe in front of the audiences in these semi-salons. Once they are ready, the models will present their work on the catwalk. These catwalks will run through the day, each time showcasing a new make-up, nail design, hairdo or look.

To add to the surprise element, Madi International also plans to unveil two international star brands, two hair care solutions, at the high-profile event.

Mr. Mohammed Madi, President of Madi International Group, said: “Our Walk of Beauty is among the most awaited event in the regional beauty sphere, year-on-year, and this time, we are taking this to unprecedented levels of innovation. In a never-seen-before experience, we will present the charisma of the most talented professional hairdressers, make-up artists, nail technicians and skin and spa experts with our world-class products and expertise which will definitely catapult the audience on to the stage of latest global beauty trends.”

He added: “It cannot get bigger, as we have brands and beauty products catering to every need and requirement. We have planned a very engaging and interactive program of presentation and catwalk on our purpose-built stage. We have worked closely with Beauty world Middle East and Epoc Messe Frankfurt to reinforce the importance of Walk of Beauty, which is an excellent backdrop for live demonstrations within the professional beauty sector.”

Mr. Madi also expressed optimism that the beauty experts and aficionados from across the region and beyond will be mesmerized with the unique format and presentation on offer. From its renowned brands such as LCN – the leading European nail care solution which was unveiled recently by Madi in a grand way, to the other products for hair care and beauty, Madi International is set to showcase its creative talent and latest trends in the world of beauty.