Colour Cosmetics in Turkey

PRE-COVID-19 PERFORMANCE

Numerous product expansions online promotion of colour cosmetics lead to higher value growth, especially for lipstick, BB/CC creams and mascara in 2019

Colour cosmetics saw higher value growth in 2019 than it did in the previous year, with lipstick, BB/CC creams and mascara respectively seeing the highest growth. Lipstick benefited from constant expansion of colours and finishes.

With popular offers in premium and mass segments and having established a strong presence on social media platforms, L’Oréal remains the top player in 2019

L’Oréal Turkiye Kozmetik continued to hold the highest value share within colour cosmetics in 2019. It has a wide portfolio of brands in both the premium and mass segments and they are widely available through key distribution channels, such as beauty specialist retailers and department stores.

Eye make-up and lip products are the most notable new colour cosmetics launches in Turkey in 2019

A host of new colour cosmetics products appeared on the market in 2019. Flormar introduced Kiss Me More Lip Tattoo, a liquid lipstick with a sponge applicator, which it supported with commercials and intensive digital communication campaigns, including videos on YouTube with several influential Turkish promoters including celebrity professional makeup artist Hamiyet Akpinar.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by only 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Turkish women of all ages, but notably millennial and Generation Z segments of the population, are normally avid consumers of colour cosmetics, and while volume and value growth in 2020 will be lower than the previous year as a result of home seclusion and social distancing from mid-March through mid-May, none of the categories except for nail polishes and colour cosmetics sets/kits are expected to show a sales decline. Nail polish sales were beset by the temporary closure of nail salons and other beauty shops in addition to the reduced need or willingness to take the time to apply nail polish at home while people were practicing social distancing.

Recovery and opportunities

As consumers increasingly resume their away-from-home socialising, volume and value sales of most colour cosmetics are expected to swiftly recover from the sudden and significant loss of momentum the various categories experienced as a result of the pandemic and maintain higher growth throughout the forecast period. Lip products, eye make-up and facial make-up, respectively are expected to see the sharpest rise in 2021 and continue to see strong growth, benefitting from ongoing and expanded development of new product features and formats, colour palettes, “free from” offers with natural ingredients and the like.

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