Interview on Avon Turkey's Operations

We conducted an enjoyable interview with Orkun Gül, General Manager of Avon Turkey, Middle East and North Africa, discussing the company's areas of activity, future targets and corporate social responsibility projects. [caption id="attachment_103613" align="aligncenter"] Orkun Gül[/caption]

Could you tell our readers about yourself and your professional background?

I entered the Industrial Engineering Department at Boğaziçi University as the third-ranked student in Turkey's university entrance examination. I graduated with honors in 2003. I began my career at Procter & Gamble, where I worked for 7 years as Market Research Manager, Pharmacy Channel Sales Manager, Traditional Channel Sales Manager and Chain Store Customer Manager. I joined the Avon family in 2010 through the Global Sales Academy program aimed at senior management candidates. Following 5 years in the position of Regional Sales Group Manager, I was appointed Sales Director in 2015. Two years later, I took over the General Manager role in Turkey. Since the beginning of 2019, I have been responsible for Turkey as well as the North Africa and Middle East region.

Could you tell us about Avon and your activities in the cosmetics and personal care sector?

For 134 years worldwide, Avon has been one of the most recognized, trusted and talked-about beauty brands in both products and business model. At the beginning of this year, a very significant development occurred for Avon. Brazil-based Natura & Co completed the acquisition of 134-year-old Avon's shares. Thus, the world's fourth-largest beauty group was created. With Avon, Natura, The Body Shop and Aesop brands, we aim to reach more than 200 million consumers worldwide anytime, anywhere and through a multi-channel structure. Coming together with a shared vision and our passion for beauty and relationships, we will work together to build a fairer and more beautiful world. We believe that with the vision of being "the best beauty group for the world," we will be even stronger than ever. In Turkey, Avon has been operating for 27 years. We are the most recognized and first-choice beauty brand in Turkey. We are the clear market leader in the perfume category. More than 10 Avon lipsticks are sold every minute in Turkey. In 2019, we received the "Most Loved Brand" award in the makeup category in Turkey. I can say that Turkey holds an undisputed very successful position among Avon markets. We rank in the top 10 among all Avon markets.

Could you provide information about the sector and Avon's position in the market?

The cosmetics sector in Turkey has a market share of TRY 11.3 billion. The sector shows average growth of 10% annually. In 2020, growth in line with this trend is expected. According to 2018 Euromonitor data, as Avon, we rank among the top 5 companies in the total sector. As the Direct Sales Sector, we reached a size of TRY 3.6 billion in 2018 and achieved an 18% increase compared to the previous year. According to the data, we expect growth in these rates for 2020 as well. As Avon, we are also leaders in the Direct Sales Sector. I have also been serving as Board Chairman of the Direct Sales Association since last year. We are conducting highly organized and serious studies with our other member companies for the development and correct perception of the sector.

What innovations will occur in your business model in the coming period?

As a company operating in the Direct Sales sector, our representatives are always at the heart of our business. While we grow commercially and achieve our targets, we also support the development of women in the markets where we operate, both materially and personally. Our brand's primary mission is built on empowering women. However, like every company, we are also taking many steps and developing projects to improve the customer experience we create through different channels by leveraging the power of technology. We use our multi-channel strategy to support sustainable models where our representatives will earn more and stay with us longer. In this sense, I am fully confident that the Natura & Co partnership will open new doors for us and present new opportunities.

What is your perspective on corporate social responsibility projects? What work does your company pursue on this subject in local and global contexts?

For 134 years in its operations, Avon has aimed to add value to women's lives. In line with this purpose, it supports women against many challenges they face worldwide. In 2019, the Stand4Her movement was launched as a global program to develop new programs in addition to existing initiatives and to create a better world for women through women. We always view focus on social benefit as a priority alongside commercial activities. "Combating violence against women" is at the top of the most important issues. On the other hand, Avon says "Wherever women are, we are there too" and supports women who choose different professions. In today's world, it wants to challenge the roles assigned to women, show that everything suits women pursuing their dreams, and present stories that could serve as inspiration to women. With Avon Stand4Her, in the long term until 2030, we aim to touch the lives of 100 million women annually in many areas from scholarships to academia, from breast cancer to domestic violence. Avon is also included in the 2020 Bloomberg Gender Equality Index, the world's most comprehensive gender equality research. The index evaluates company statistics, employment policies and work on achieving gender equality in the workplace, selecting the most egalitarian companies. Avon was included in the index, which selected 325 companies, for the second time this year. In 2019, Avon signed the United Nations Women's Empowerment Principles Agreement (WEPs) and is conducting work to support women through various projects in many fields and increase social awareness. Avon also holds the Equal Opportunities Model certificate, realized under the mission of making women leaders, led by KAGİDER, with support from the World Bank and in cooperation with PricewaterhouseCoopers and Ernst & Young. Avon's brand's primary mission is built on women's empowerment and at Avon every day is Women's Day... Millions of women and girls worldwide still struggle with many economic, social and political barriers. That is why they cannot live freely as they wish and cannot achieve their dreams. The Avon Stand4Her movement was launched to change this. The aim is to build a better world through women. That is why we say Speak Out for Women's Day - Raise Your Voice. With Speak Out, we want to talk about gender inequality and raise awareness. We are involving every Avon employee, representative, customer and individual in this movement.

What innovations does the cosmetics and personal care sector expect in coming years? What innovative products would you like to bring to the market as Avon in the coming period?

The most consumed product categories in the cosmetics sector are hair care products, skincare products and perfumes. The most prominent global trends in beauty and cosmetics shopping are the desire to be ageless/not age, a return to basic behaviors also defined as no-makeup makeup, nude tones, and in skincare the desire to create skin that one can be proud of without makeup. We can say that there is an increasing trend toward products with natural ingredients in skincare and personal care, and the rate of attention drawn to these ingredients is also increasing. As Avon, among our most innovative products is our new vegan brand Distillery series. The Distillery series is prepared with pure natural ingredients and does not contain animal additives. The products become cleaner and more concentrated. Anew Ultimate Gold Peel-off Mask is a product of ours targeting those who want skin that first appears dull and then glows like gold. It makes the skin appear smoother, more energized and more striking. The gold-containing peel-off face mask also gives the skin a tightened appearance. In the coming period, we expect vegan beauty products in skincare and body care categories, natural ingredient products inspired by nature's expertise, smart anti-aging products, and skincare innovations in different forms such as capsules, serums and drops. We have new fragrance notes and brands coming in women's and men's perfumes. In makeup, we will continue to be Turkey's Lovemark in the makeup category with innovations in line with trends where eye and lip makeup will be in the foreground, along with our unchanged and highly appreciated iconic products.