Super Premium Beauty and Personal Care in Turkey

PROSPECTS

Millennials the key drivers of super premium beauty and personal care

Super premium beauty and personal care companies are increasingly trying to attract consumers at an early age so as to then try and ensure that they will use other products under the same brand at later stages in their life. They are increasingly seeing millennials as their future consumers and so are focusing on their demands, for example for “clean” brands.

Super premium beauty and personal care products for men will continue to support growth

Turkish men are starting to pay more attention to their appearance. Traditionally, they spent their money on luxury timepieces, accessories and writing instruments but are now also starting to show more interest in designer apparel and footwear and super premium beauty and personal care products.

COMPETITIVE LANDSCAPE

Digital marketing is on the rise

Super premium beauty and personal care products are increasingly being marketed through digital channels, partly in an effort to attract customers into visit physical stores. Retailers have started to provide information online on social media platforms about new products, promotions and in-store events.

Galeries Lafayette drives demand for premium beauty

Super premium beauty and personal care benefited in 2018 from heavy advertising, the opening of new beauty specialist retailers and shopping malls as well as a generally wider offer, particularly of colour cosmetics and fragrances. Galeries Lafayette introduced a deal whereby with every purchase over TRY450, customers could have their make-up done, get a free nail polish or hair cut in the Get Ready in 30 Minutes room in the cosmetics department.

Super premium colour cosmetics benefit from the entry of fashion brands

Dolce & Gabbana opened its first make-up store in Turkey in 2014. After its nail polish launch, Christian Louboutin also introduced an eye make-up collection, “Les Yeux Noirs”, in 2017.

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