Premium Beauty and Personal Care in Turkey

PROSPECTS

Additional taxes hinder demand

On 11 January 2017, the government implemented strong import duty increases on a wide range of perfumes, cosmetics and cleaning products. Moreover, in August 2018, the government increased by 100% the import tariffs on certain products from the US, including cosmetics.

Consumers seek free from and natural claims

As Turkish consumers become increasingly conscious of ingredients lists, they are turning to products with natural ingredients, such as almond and honey, and options that are free from parabens and/or sulphates. Natural oils and vegetable/flower extracts, such as argan oil, olive oil, neem and aloe vera, are the most common natural ingredients incorporated in cosmetics in Turkey.

Combination products continue to support sales

Due to convenience and time constraints, consumers increasingly opt for one product offering multibenefits, such as CC and BB creams. Added benefit claims, such as extra moisturising, firming, anti-stress, exfoliating, anti-ageing and whitening justify premium products’ higher average unit prices.

COMPETITIVE LANDSCAPE

L'Oréal becomes number one

L’Oréal became the leading company in the category after Procter & Gamble divested 42 brands to Coty Brands. The company aims to consolidate its position by launching new products with sophisticated properties, especially in its key categories of hair care, colour cosmetics and facial care.

Galeries Lafayette boosts demand

Tom Ford Beauty, Christian Dior, Armani Beauty, Chanel and Urban Decay are well placed to increase their brand shares over the forecast period. These brands have started to be sold under the same roof for the first time following the opening of Turkey’s new Cosmetics Destination Galeries Lafayette in 2017.

Sephora goes online

At the end of 2018, Sephora extended its reach in Turkey by going online. The player presented its complete offer online with special sections for make-up, skin care, fragrances, bath and body, hair care and accessories for women and men.

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