Colour Cosmetics in Turkey

PROSPECTS

Monobrand retail chains appeal to younger consumers

Colour cosmetics continues to benefit from the expansion of monobrand retail chains, including Kiko, Golden Rose and NYX. This retail expansion drives the performance of mass products, with more monobrand outlets expected to open in the forecast period.

Emphasis on eyes, eyelashes and eyebrows continues

The trend of emphasising the eyes, eyelashes and eyebrows continued in 2018. Metallic, cream and glossy eye shadows and eyebrow gels and pencils were on-trend.

Growing interest in make-up trends and techniques

More and more consumers see make-up as a hobby, not an everyday routine. Social media remains a key interest driver, particularly amongst millennials, who are massive internet users.

COMPETITIVE LANDSCAPE

L’Oréal tops colour cosmetics

L’Oréal Türkiye Kozmetik, the leading player in value share terms in 2018, has a wide portfolio of brands across colour cosmetics. These brands are widely available through key distribution channels, such as beauty specialist retailers and department stores.

Product innovation is key

In order to remain relevant in this fast-moving category, companies invest heavily in new product innovation.

Influencers launch new brands

individual influencers, such as Danla Bilic, Kerimcan Durmaz and Merve Bogulur, are launching brands in colour cosmetics, supported by marketing via their social media and online network relationships. If their colour cosmetics lines are successful, influencers aim to expand into skin care, hair care and sun care.

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