Skin Care in Turkey

PROSPECTS

Stick versions on the rise

The best beauty products are considered the ones that yield the best results without being overly time-consuming. These tend to be easy-to-pack, easy-to-use and no-clean-up-necessary stick versions.

Innovations set to drive growth

Innovations provide added-value and more benefits, such as extra moisturising, firming, anti-stress, exfoliating, anti-ageing and instant fix, which refers to the desire for instant gratification and whitening. Such innovations are predicted to grow in importance and availability and drive sales growth in the forecast period.

Cleaner, more natural skin care

There is a perception that skin and the mind are linked and that there is a connection between skin care and wellness. Thus skin care continues to explode with more natural, cleaner and even food-standard products.

COMPETITIVE LANDSCAPE

L'Oréal tops skin care

L’Oréal led skin care in value share terms in 2018. The company is strong in the mass segment with L’Oréal Paris and Garnier and the premium segment, with Lancôme, Biotherm, Vichy, Kiehl’s and La Roche-Posay.

Dermocosmetic products enjoy a growing presence

The growing demand for dermocosmetic products boosted the sales performances of chemists/pharmacies that increased their shelf space for such items. In order to promote dermocosmetics, drugstores/parapharmacies frequently offer free skin care appraisal services.

New offerings intensify competition

There is a widening array of skin care products available in the country. Thus consumers are enjoying finding new brands and products online and offline.

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