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Thursday, June 23, 2022Trends

The ABC's of cosmetic exports to Turkey

Le b.a-ba de l'export cosmétique en Turquie

Business’ Team France Export supports French manufacturers in their internationalization projects. And to help cosmetic brands refine their export strategy and select the most appropriate markets, the structure has made a list of interesting areas. Let’s go to Turkey.

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Turkey has a young population (50% of the population is under 22 years old). Its consumption force is dynamic.
Turkish women spend an average of €120 per year on beauty products.

As everywhere, physical distribution has been turned upside down by the health crisis.
Nevertheless, e-commerce and tourism have allowed the cosmetic sector to keep a certain attractiveness.

Market characteristics
Multinationals dominate the sector: L’Oréal, Unilever, Procter & Gamble, Nivea and Avon represent 34% of the market share.
“Only 10% of cosmetic products sold in Turkey are manufactured locally,” says Business France. “These are mainly consumer hygiene products. However, Turkish brands have developed in the facial care segments thanks to the emergence of e-commerce (in Turkey via the Trendyol platform) which breaks down traditional barriers to entry. These companies often use foreign service providers to help them formulate.”

Positioning of the French offer
France is the country’s second largest supplier (behind Germany) with nearly 11% market share (or 192 million euros in 2020). Among the brands present are: L’Oréal, Yves Rocher, Mustela, Bioderma, Pierre Fabre, Codage, Sephora, Clarins, La Roche-Posay, L’Occitane en Provence, Christian Breton, Puressentiel.

Opportunities
According to Business France, certain segments are particularly buoyant in Turkey

Prestige
The …

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