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Star Hones in on Middle East Nail Care Market

According to the company, nails are already a focal point for many Arab women. Hands are often the only uncovered area, and traditional henna designs are applied to accentuate the nails.

Star Nail Products recently teamed up with one of its Middle East distributors at a consumer beauty, hair, fashion, and jewelry tradeshow in Dubai, United Arab Emirates. The event, held at the World Trade Center in Dubai, featured a convention that was held by women for women. Each day, just before the public was allowed inside, the convention director announced that all men must leave the hall. For the women attending the convention, this ensured a relaxed atmosphere with veils becoming optional, says Russell Leach, managing director of Star Nail Products Europe. According to the company, nails are already a focal point for many Arab women. Hands are often the only uncovered area, and traditional henna designs are applied to accentuate the nails, explains Leach, who says interest in nail extensions and natural nail care has been considerable in the United Arab Emirates market. The visit was also an opportunity to set up a network of 10 trainers in Dubai, he says.

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