When it comes to putting the best face on a poor economy, the beauty industry knows no peers. At least that's the impression gained from the success of Cosmoprof Asia 2001, which attracted record numbers of international exhibitors and trade buyers to what has become the leading beauty event in the Asia Pacific region.

Held over three days, the sixth annual fair spanned over four exhibition halls of the HKCEC, occupying 13,513m2 of net exhibition area. The 13% increase in space over the previous year was needed to accommodate the 696 companies from 33 countries and regions who came to display their beauty products. Among the participants were 14 national and group pavilions from Australia, Belgium, Mainland China, France, Germany, Israel, Italy, Japan, Korea, Spain, Taiwan, Thailand, the United Kingdom and the United States.

Commenting on the show, Cosmoprof's International Marketing Director, Laura Zaccagnini said the HKCEC represented the ideal venue for such an international trade show. She said the creative people who attended such events "appreciate the state-of-the-art venue and the highest quality and aesthetic standard of environment in which to do business."

Products on display ranged from perfumery, cosmetics and toiletries to beauty salon and spa equipment, and from hair products and salon furnishing to specialist packaging and machinery. At the same time, a series of special events were held in adjoining parts of the centre.

Pride of place went to the impressive Grand Hall, which was transformed into a hair salon where stylists from Germany, Hong Kong, Indonesia, Japan, Korea and Singapore demonstrated their skills before some very appreciative audiences. Also popular among the beauty professionals were two symposiums staged by Paris-based trend analyst Marketing Intelligence. These examined current trends in beauty products and how brands would need to further adapt to the global market.

Two other conferences were more focused on the Asian market. In the first one presented by DermExpert, an independent team of dermatologists, pharmacists and scientific researchers expounded on the importance of adapting cosmetic ingredients to local skin types and styles. But one of the biggest draws for suppliers and buyers was an insight into the huge China market and its potential provided in a presentation given by a representative of the China Cosmetics Review magazine.

Judging by the level of business reported, pampering remains high on people's priorities even in difficult times. Testament to the strength of the industry - and the international appeal of Cosmoprof Asia 2001 - the fair attracted more than 31,000 trade buyers from 77 countries and regions around the world. The number of overseas buyers increased by a significant 24% over the previous year. Media coverage was also extensive, with several hundred journalists from 154 organisations worldwide attending the event.

The latest "Mega Show" combining the Hong Kong International Toys and Gifts Show and the Asian Gifts, Premium and Household Products Show turned out to be the biggest ever and now ranks as the largest single trade fair to take place in Asia.

Organised by Kenfair International Limited, the two shows brought together a record 2,954 top-line producers from 30 countries and regions, close to 6% more than the previous year. Their enormous range of products - including toys and games, decorative / craft items, consumer electronics, household products, Christmas decorations, crystal and glassware, giveaways, costume jewellery and fashion accessories - was displayed in 4,306 stands that occupied 40,850m2 of exhibition space throughout the HKCEC.

As the host and leading exporter of such products, Hong Kong accounted for more than half the exhibitors, while Taiwan, Mainland China, Thailand and Korea all contributed strong contingents in their own pavilions. Groups of Indian and Indonesian traders also formed their own pavilions for the first time. "In recent years, we found that Asian products had become more popular, and more and more Asian manufacturers and exhibitors are joining the Mega Show," said Kenfair Managing Director Duncan Cheung.

The exhibitors certainly found no shortage of eager buyers, with 55,541 from 150 countries coming to Hong Kong to attend the four-day fair. Mr Cheung said that grouping toys, gifts, premium and household products under one roof had huge benefits in time and sourcing efficiency. "Buyers are highly motivated and all of them enjoy the show."

He said premium and household products from South East Asia were particularly popular with European and American buyers, while the skilful handicrafts and paper-made products from Thailand had a huge market. Taiwan's innovative designs were also in heavy demand. For the future, Mr Cheung saw strong prospects for the China market following its accession to the World Trade Organisation and the business that would be generated by the 2008 Olympic Games in Beijing.

Mr Cheung has good reasons for choosing Hong Kong to stage Kenfair's annual shows. "It is well equipped with a comprehensive infrastructure, including world-class exhibition venue, simple and efficient customs, transportation, courier services and accommodation. In addition, as the gateway to China, many major international exhibitions and conferences are attracted to hold their events in Hong Kong, greatly enhancing Hong Kong's position as an international exhibition capital," he added.