16 Jul 2013 07:54

KUALA LUMPUR, July 15 (Bernama) -- Malaysia is an attractive destination for investors in the beauty care industry in South East Asia and has the potential to become a regional hub.

ECMI ITE Asia Sdn Bhd managing director Saw Chee Pheng said the investor attraction is based on Malaysia's consistent economic growth and available good business opportunities.

"All investors first carefully consider the domestic purchasing power. Our middle income segment is increasing and this translates into a willingness to spend.

"Definitely, they (investors) don't want to go to a country with a big gap between its high and middle income groups.

"That is why I think Malaysia is an ideal country for the investors," he told reporters on the sidelines of Cosmobeaute Asia, 9th Malaysia International Exhibition Conference on Cosmetics, Beauty and Spa here today.

Saw also highlighted the ease of doing business in Malaysia and no barriers in terms of language, with the large English-speaking population, as being among the attraction factors.

Meanwhile, he said the beauty care industry is projected to achieve good growth this year, following improvements in the use of the latest technology to enhance the quality of beauty care products in the market.

The level of awareness towards beauty care, particularly among men, is also seen as contributing to the projected growth.

"The use of beauty care products is not restricted to just women now, as looking good and health, has also captured the attention of men," he added.

Organised by ECMI ITE Asia, Cosmobeaute Asia is the biggest and most professional trade exhibition for the beauty care industry in Malaysia and Asean.

About 20,000 visitors are expected to attend the four-day event that began today and showcases over 320 exhibitors representing more than 600 brands worldwide.

Among the participants at the exhibition are those from Australia, Singapore, Korea,Taiwan, Hong Kong, Thailand, France, Japan, Turkey and Italy.