Announcing the launch of SHOW Beauty

Abu Dhabi, 2013 : Looking for a little luxury? This month sees the highly anticipated launch of luxury lifestyle brand, SHOW Beauty. Owned and supported by Tamara Ecclestone, and conceptualised by Romelle Swire led by CEO Scott Harvey-Nicholls, SHOW Beauty introduces an opulent, yet efficacious hair styling collection that adds glamour to the industry and a window into the often untouchable world of elite elegance.

Handpicked to allow SHOW to be the best it can be, the brand draws on collective global experience from Giorgio Armani, Eve Lom, Guerlain and Elizabeth Arden to name a few and at each stage of development SHOW will work with the very best influencers and R&D specialists to ensure authenticity, credibility and unparalleled efficacy are at the heart of the brand's DNA.

Exclusively launching in Abu Dhabi at premium beauty destination Areej, SHOW Beauty's first launch is an opulent hair styling collection that has been developed in London and New York by some of the most successful global product development experts. Together they aim to reintroduce the hair care category to SHOW–stopping Glamour by combining scientific excellence and the best natural resources. Additional hair care innovations are scheduled to launch in the second half of this year.

SHOW's hair collection consists of eleven styling and finishing products, designed to provide superior volumizing benefits via botanical formulations free of parabens and sulphates. Encased in packaging that embodies timeless glamour, the collection has been engineered to provide a significant point of difference in the market. Bottles are crafted in glass with rose gold treatments delivering a tone aligned with the fine fragrance sector, a revolutionary approach within the hair market which further asserts the brand's luxury position.

Unique to the hair care category, SHOW's styling products contain a fine fragrance consistent across all variants which has been developed by fragrance leaders Givaudan. Givaudan's Fine Fragrance department created the scent using their ScentTrekTM technology – the first time this department has created and applied a fragrance outside of a Perfume - to provide a rich olfactory experience with every use. The decadent fragrance has top notes of Lush Rose Water and Rosewood, combined with creamy middle notes of Caramel and Almond Butter, grounded with sumptuous base notes of Vanilla, Tonka Bean and sensual Patchouli.

Scott Harvey-Nicholls CEO of Romelle Swire, comments, “SHOW Beauty was conceptualised to offer people a unique and opulent experience, superior to anything they have tried before. Every stage of the brand development has been crafted to ensure the collection is reflective of the core message and each products distinctive qualities illustrate SHOW's position as a prestige hair care range. This platform has been achieved by working with industry elite from the brand consultants to how the ingredients are formulated. Each decision is carefully considered to maximize SHOW's credibility from ensuring it is stocked in a premium retail space, entering into appropriate media partnerships and capitalizing on effective digital channels including brand home www.showbeauty.com which will combine education and inspirational content to help women in their quest to achieve show-stopping and glamorous hair.”

About SHOW Beauty

SHOW Beauty is a privately-owned, non-licensed venture and the brainchild of Romelle Swire Limited and Tamara Ecclestone. The two have partnered to create a lifestyle brand and experience unlike any other. SHOW Beauty is not a celebrity haircare brand; it is a lifestyle proposition for the world's most discerning consumers. Tamara and Scott have handpicked the leading talent from the industry and very best experts in their field to collaborate for each category launch.