Packaging premiumization demonstrates vibrancy of mid-eastern market for personal care products...

When the LINDAL Group’s advanced aerosol dispensing technology was selected by Germany’s The Birkholz Group for its line of women’s body sprays, it underscored the appeal of high quality, innovative premium packaging -- as well as the remarkable potential of the personal care product market in the Middle East.


The company’s operating unit, BB by Berlin GmbH, sells its products in the Middle East, especially Iraq.  The four SKU lines of perfumed women’s body sprays utilize Lindal Group’s Carla actuator, ideal for this type of formulation.


According to Philip Brand, Global Marketing Director for Lindal Group, today’s Middle Eastern personal care product market has changed, and is poised for enormous growth, as consumer spending patterns evolve and retail distribution channels expand.


“Our work with multinationals gives Lindal unique perspectives on the potential for personal care products in the Middle East,” Brand said.  “For instance, the amount spent on perfume in this region is one of the highest in the world, and the growth rate is exponential -- it will nearly triple by 2015, according to the Fragrance Foundation of Arabia.  Further, consumers in the region are buying their favorite products far more regularly and, concurrently, sales and distribution networks are expanding.”


Euromonitor reports that the region’s beauty market is dominated by international brands, with the notable exception of fragrances, where local brands and companies are key players. “It’s becoming clearer that, as in many parts of the world, middle eastern consumers perceive of beauty products as an affordable luxury and a harmless indulgence,” Brand said.


As a result, he said, supplying a company such as BB by Berlin GmbH is a prime example of the opportunities ahead.  “We expect further growth in personal care product sales throughout the Mideast and, as spending grows, premium packaging in the personal care market will become the norm, rather than the exception,” Brand said.  “And that is because our customers will strive to differentiate themselves and build their brands in a more competitive retail environment.”


The LINDAL Group is a worldwide leader in the development and manufacture of valves, actuators and spray caps for aerosol products and renowned for its innovative solutions.  






LINDAL Group is a worldwide leader in the design, manufacture and sale of valves, actuators and spray caps used in aerosol products.  The Hamburg, Germany-based company has more than 50 years of experience with dispensing solutions for the cosmetics, household, pharmaceuticals, food and technical industries.


The LINDAL Group is represented by subsidiaries and licensees in more than 15 countries throughout Europe, Asia and The Americas.  The company is renowned for its innovative designs, which deliver optimal functionality and return on investment.  As a result, LINDAL packaging solutions are the choice of the world’s most prestigious and trusted brands.





Martin Kleinman, PR consultant: +1-347-843-0512




Fair dates

ADF New York 05/09 – 06/09/2018
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FEA Dusseldorf 04/10 – 05/10/2018
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CPHI Madrid 09/10 – 11/10/2018
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DDL 12/12 – 14/12 – Edinburgh
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We look forward to meeting you there. For further information, please contact Philip Brand, Marketing Manager.