NEWSROOM

Despite the obligation to wear a mask, make-up was not neglected during the pandemic. The best-seller list of the cosmetics industry, which reached a size of 15 billion TL in 2020, was redefined with the effect of the global pandemic. New Well Vice Chairman of the Board of Directors Yıldırım Hacıabdullahoğlu said, “Due to the use of masks in the pandemic, the focus was on eye make-up. We experienced a 70 percent increase in demand for eyeliner, mascara and eyebrow products. In the pandemic, there was also a tendency to Turkish brands due to the quality and price advantage.

*** This release is originally published in Turkish.
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ISTANBUL (TR) - According to the data of the Ministry of Commerce, the cosmetics sector, which grows by 10% every year, reached a size of 15 billion TL in 2020. Bringing new products to the sector with their R&D-oriented activities, Turkish brands gained strength in competition against imported brands with their quality and price advantage. As a reflection of this, while imports decreased, there were remarkable increases in exports. In 2020, exports increased by 2.7% compared to the previous year and pushed the 1 billion dollars limit, while imports decreased by 8% to 1.2 billion dollars. While the dominance of foreign brands was felt in the sector before the pandemic, the indicator reversed. Emphasizing that Turkish brands, which make the latest technological investments in production facilities in the sector and focus on developing new products with R&D studies, have increased their awareness both in the Turkish market and in the world, New Well Vice Chairman of the Board Yıldırım Hacıabdullahoğlu said, “There has been a trend towards Turkish brands in consumers. New investments of domestic brands affect export activities as well as the domestic market. Turkish brands have started to gain a place in almost every part of the world cosmetics market.”

Quality and price advantage

Stating that the sales of cosmetics in the Turkish market did not decrease despite the pandemic and the use of masks, Yıldırım Hacıabdullahoğlu stated that they experienced a 70 percent increase in demand for eyeliner, mascara and eyebrow products. Yıldırım Hacıabdullahoğlu, who mentioned that rising exchange rates direct consumers towards Turkish brands, said, “Turkish brands have reached the level to compete with imported brands with the newest products they have developed. Consumers can buy quality products at much more affordable prices by choosing Turkish brands. Quality and price advantage increase the power of Turkishc brands. Consumers began to gain awareness of personal care with affordable products. In addition to make-up products, sales of personal care products are also increasing.”

We deliver the quality of Turkish cosmetics to the world

Stating that Turkish cosmetics brands offer a wide range of products in many categories, Yıldırım Hacıabdullahoğlu said, “This diversity gives brands a competitive edge in the world market. We brought our high quality and diverse products, which we developed with the strength of our 36 years of deep-rooted experience, to European, Asian and Middle Eastern countries. We have gained a competitive advantage in the world with our R&D and technology investments. We deliver the quality of Turkish cosmetics to the world with our new export routes.”

Creating a change in consumer behavior with conscious employees 

Stating that Turkish brands also offer a qualified contribution to the development of the sector with the trainings they provide to their employees, Yıldırım Hacıabdullahoğlu said, “As New Well, we do not limit our understanding of quality only to our products. We support the qualified workforce with the training programs we apply to the employees we employ in our structure,” he added.

Creates a change in consumer behavior with well-trained employees

Yıldırım Hacıabdullahoğlu, stating that domestic brands make a qualified contribution to the development of the sector with the trainings they provide to their employees, said, “As New Well, we do not limit our understanding of quality to our products. We support the qualified workforce with the training programs we give to our employees.”