Super Premium Beauty and Personal Care in Turkey

PROSPECTS

A decrease in value sales from domestic customers was offset by an increase in sales from tourists

While a decrease was observed in domestic customers, there was an overall growth in super premium beauty and personal care, boosted by sales from tourists. As prices increase in 2019, often by over a quarter, domestic customers were less incentivised to purchase items, with retailers such as Harvey Nichols running short discount campaigns in a bid to retain sales.

Players focus on eco-friendly credentials to respond to the demand of consumers

Super premium beauty and personal care players are increasingly trying to attract consumers at an early age, building a relationship that they aim to maintain throughout later stages of their lives. Many players see younger consumers as their future buyers and focus on their demands.

Luxury cosmetic players keep costs affordable to retain consumers

The strict credit card installation rules in Turkey and the fluctuation in foreign exchange impacted players within the luxury cosmetics sector. Players decided to not to fully reflect cost increases to the consumers, avoiding the contraction of specific products.

COMPETITIVE LANDSCAPE

L'Oréal Groupe avoids passing on costs to consumers, in favour of maintaining high levels of value sales

In 2019, L'Oréal Groupe took the strategic decision not to reflect the increased costs arising from additional taxes to consumers in Turkey. Turkey is a country of strategic importance and location to L'Oréal Groupe, which wanted to focus on promoting the consumption of luxury cosmetics – adding costs over time, rather than increasing costs sharply.

Boyner ran a cosmetic campaign, offerings high discounts and promotions on well-known luxury players

The leading department store Boyner had its annual cosmetics campaign in October 2019. In addition to advantageous prices, this campaign offered TRY75 discounts and TRY100 worth of Hopi Paracik ( a loyalty programme) for every TRY300 spent on cosmetic shopping.

Digital promotion and e-commerce is on the rise, however, online counterfeit items are a threat to sales

Super premium beauty and personal care products were increasingly being marketed and promoted through digital channels in 2019, partly to attract customers to visit physical stores. Retailers have started to provide information online and across social media platforms, about new products, promotions and in-store events.

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