Interview with Yasin Çörekci, Chairman of the Board of Sinoz

Sinoz Chairman Yasin Çörekci discusses the company's success in the dermocosmetics sector in Turkey. Çörekci also provided detailed information about the technology used by the company and its research and development activities.

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

Hello, I am Yasin Çörekci, Chairman of Sinoz Cosmetics. I entered the cosmetics world in 2008 during the financial crisis when we saw that Turkey was dependent on imported products in the dermocosmetics field and that domestic brands were not investing in this area. Following our analysis of the crisis, we launched our operations in the dermocosmetics sector.

Could you provide information about Sinoz? What do you believe is the secret of your products' success?

Sinoz Cosmetics was established as a domestic brand that is the result of the combination of nature and science. Sinoz Cosmetics distinguishes itself from competitors primarily as a domestic brand that appeals to all segments with a product range aimed at solutions. Another factor that sets Sinoz Cosmetics apart is our pricing. We produce superior quality professional products and outperform global market competitors with a more competitive pricing policy. What sets Sinoz apart with such an important criterion is that our female users in particular choose us for offering price-to-performance value. As you know, global brands in the dermocosmetics field are sold at higher price points due to exchange rates. Sinoz Cosmetics, as a domestic brand with professional production principles, offers its products produced in the most effective formulations at more competitive price points compared to global brands. Another factor is that users appreciate the effects of our products and brand, which we prove with our Golden Brand Award and Consumer Quality Awards.

Which sectors do you serve? What criteria do you consider when determining your product range?

Under the Sinoz Cosmetics umbrella, we have products in three segments. These include our professional dermocosmetics line, our daily care products, and products we manufacture in the home and lifestyle category. Our professional line consists of award-winning dermocosmetics products targeting specific concerns. Our professional series products include Sinoz Spot Cream, Sinoz Care Mask, Sinoz Blue Anemone Flower Cream, Sinoz Whitening Body Cream, Sinoz Crack Cream, Sinoz Anti-Aging Care Cream, and Sinoz Night and Day Cream, all winners of Consumer Quality Awards. Spot Cream is a particularly effective product that earned Sinoz the Golden Brand Award. It has a strong relationship with its users. The high visibility of Spot Cream is certainly due in large part to user satisfaction. It is a nourishing and renewing professional care product containing 3% Vitamin C. The most important criterion in increasing our product variety and initiating new R&D processes is demand! After users become acquainted with Sinoz, our product solves their problem, and trust is established, they share their new needs with us. Following the success of our body product, we initiated R&D for Sinoz Face Whitening Cream based on demand from our female customers using Sinoz Body Whitening Cream.

What is your domestic and international sales potential? Could you discuss the factors that determine your sales volume?

We carry out product sales through e-commerce channels, so we have customers using Sinoz products in every country in the world. From our Netherlands office established in 2016 for our European operations, we deliver to the entire European region within 24 hours. We are the most preferred brand in the Middle East market through e-commerce.

Could you provide information about your latest product released to the sector? What are the benefits this product will provide to users?

With our latest serums, we aimed to solve women's skin problems. Sinoz 24K Gold Beauty Serum creates an instant botox effect, while with Sinoz 10% Vitamin C Serum we aim to prevent dark skin spots. In addition, in response to increased hygiene needs due to recent developments, we accelerated our R&D processes and are selling Sinoz Lemon Cologne and Sinoz Gel Cologne. We also meet women's demands with Sinoz BB Cream, which will move beyond makeup habits.

Could you discuss the importance of technology and R&D activities for your products? What work have you carried out in this area?

Sinoz is a brand that invests in R&D and Product Development, developing its production in its own laboratories with its own chemists. We have a mechanism that controls each product we manufacture through contract manufacturing within the framework of innovation rather than in-house production. R&D plays a very important role in competing with global brands in the cosmetics sector, and this is our working principle. We allocate 15% of our budget exclusively to the R&D area and utilize it accordingly. For professional product production at Sinoz, the R&D process of a product takes a minimum of 6 months to produce the most effective product. This is a very important criterion.

What is your perspective on corporate social responsibility projects? What activities does your company undertake in this area on local and global levels?

Sinoz is a brand that places importance on corporate social responsibility projects. We carry out CSR activities through many channels including sponsoring female athletes, product donations, and student scholarships. We sponsor female athlete Sabriye Şengül. Additionally, during the winter season, we provide boots, jackets, and hand cream assistance to children in village schools, particularly in the Eastern Anatolia Region.

What innovations await the Cosmetics and Personal Care sector in coming years? What innovative product would you like to introduce to the market in the upcoming period as Sinoz?

The coming years starting from 2020 will be a period where demand for natural products increases and plant-based products are preferred. Prebiotics, drinkable collagen, and plant oils are products we will hear about frequently. With 2020, Sinoz's product family also expanded. We responded to quick care demand with Vitamin C serum and a botox-effect serum containing 24-karat gold particles. With Sinoz Anti-Spot BB Cream, we provided a professional alternative to foundation habits. We launched cologne and gel cologne to meet our customers' needs. We strengthened the formula of our Consumer Quality Award-winning Sinoz Spot Cream. Also within 2020, in the first quarter, we introduced our users to drinkable fish collagen and face whitening cream, which completed their R&D processes. Candles, room fragrances, and cologne varieties are also among the anticipated offerings of our new product family.