Colour Cosmetics in Turkey

PROSPECTS

Growing focus on combined functions and easier application

Combined functionality, such as long-lasting effects and longer eyelashes in mascara, or nourishing, anti-aging, sun care and long-lasting effects in foundation and BB/CC creams which provide both moisturiser and foundation are set to be among the most demanded products over the forecast period, especially among time-poor consumers. Easier applications methods, such as air cushions and oversized lipstick pencils are also set to grow in popularity.

Nude look is dominant trend in colour cosmetics

Video bloggers such as Merve Özkaynak and Sebi Bebi are being used to promote colour cosmetics and spread new trends. Foundations that look almost transparent, but at the same time prevent colour differences, were also introduced as part of the new “nude look” trend.

Growing beauty product penetration in colour cosmetics

According to Euromonitor International’s Beauty Survey of 1,000 online consumers, ranging in age from 15 to 74+ living in Turkey, around 75% of consumers are non-users of bronzer/highlighter and oil blotter. Primer and Pore minimiser are the other two areas with untapped potential, with a 70% non-user rate.

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

L’Oréal remains successful in this area due to its provision of widely-recognised and trusted brands, aided by the offering of a range of different price options, from mass brands like Maybelline and L’Oréal Paris to premium brand Lancôme.

International companies continue to outperform domestic players

Sales of international players continue to increase due to their leading position in terms of new launches and promotional activities, including L’Oréal and Avon. For example, Avon has restructured its cosmetic offering by introducing its new Mark collection, which aims to provide a solution for time-poor consumers by offering products that can help them get ready in only a few minutes.

Mono-brand store openings gaining pace

There were a number of new mono-brand store openings over the review period. According to industry experts, if a brand is only available in select stores, it is typically perceived as an “expertise” brand.

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