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Learn moreJun 2020
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Millennials continued to be key drivers of skin care in 2019, both in terms of their higher demand, and in terms of the attention paid to their interests and needs. Companies are increasingly trying to attract consumers at an early age, and as they increasingly see millennials as their future consumers, they respect their preferences, such as for “clean” brands.
Yves Rocher, a widely known, popular mass brand noted for its strength in mass face masks and mass anti-agers, introduced a number of new skin care products in 2019. Within its herbal Anti-Age Global series of rejuvenating and regenerating products with three anti-aging patents, it changed its plant content to offer botanical plant bud nectar from Syringa, a lilac species grown in Italy, which is purportedly able to provide cell regeneration for 72 hours and promotes circulation between cells.
L’Oréal and Nivea Beiersdorf remained the leading skin care players in Turkey, accounting for double-digit value shares in an otherwise highly fragmented category. L’Oréal is strong in the mass segment with L’Oréal Paris and Garnier and in the premium segment, with Lancôme, Biotherm, Vichy, Kiehl’s and La Roche-Posay.
Sales of skin care are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Hand care sales have not seen a spike in growth despite more frequent handwashing, but the rate of decline that mass hand care was experiencing in 2019 has slowed down and premium hand care sales show improvement over the previous year. The same is true in skin care sets/kits, where it looks as though premium regime (vs gift) kits are showing twice higher value growth due to higher unit prices while seeing higher volume demand than mass kits are.
Over the forecast period, skin care is expected to continue enjoying high volume demand and positive constant value growth, although value growth will be lower than it was over the review period due to continually lowering unit prices in all categories except for premium skin care sets/kits. Liquid cream/gel/bar cleansers set to see the highest volume and value growth, as this essential skin care product is affordable, convenient and more hygienic for use by multiple family members than bar soap.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Skin Care industry in Turkey with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Skin Care industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.