"Turkish" Label Becoming a Brand in Cosmetics

Turkish cosmetics brand Giz Kozmetik, which exported more than 7 million coloured cosmetics and fragrances to France, the centre of global cosmetics, shipped a total of 45 million units to five continents in 2020. Giz Kozmetik Chairman of the Board İbrahim Zengin, noting the company's significant contribution to Turkey's economy through these exports, said: "The 'Made in Turkey' designation in cosmetics is becoming a brand." Giz Kozmetik set a record by exporting 45 million units of cosmetic products to 72 countries across five continents, sending 12 million units to European countries including France, the industry hub, thereby changing the perception of Turkish manufacturers. Giz Kozmetik Chairman of the Board İbrahim Zengin, noting major success achieved in Ukraine, stated that the company exported more than 5 million units of coloured cosmetics to this important market. Besides Ukraine, the company also became established in Russia and quickly became one of the most preferred brands in Eastern Europe.

CORRECT MARKET ANALYSIS BROUGHT LEADERSHIP IN AFRICA

İbrahim Zengin, noting that with 10 million units exported to Africa the company met a large portion of the continent's cosmetics needs, shared the following information: "Africa is a special market with different dynamics. Due to the hot climate prevailing on the continent, sun protection products come to the fore. By adding SPF protection to skincare products we developed for Africa, we create differentiation in the region. Because of intense heat, we produce waterproof products against sweating and running. In this region where pastel colours are preferred, we became market leader by offering a wide range of colours."

IN 2020 WE EXPORTED 15 MILLION PRODUCTS TO SOUTH AMERICA AND ASIA

İbrahim Zengin, pointing out that the company exported 8 million units to the Asian market last year, stated: "We sent 3 million units alone to Singapore. In the United Arab Emirates, we are among the most preferred brands by consumers. Our sales volume in Turkic Republics and the Middle East is steadily increasing. We aim to grow in South Korea and Japan, considered Asia's most sought-after markets, as well as in China, the largest market." Zengin added that South America is also a very special market, saying: "For Giz Kozmetik, South America was one of the regions where we showed significant growth in 2020, exporting more than 7 million units of coloured cosmetics. In research we conducted before starting exports, we found that South America, like Africa, is a market with its own unique characteristics."

WE ARE BUILDING THE MADE IN TURKEY DESIGNATION AS A BRAND

Emphasising the importance of branding in cosmetics, Zengin said: "There is a France reality in the global cosmetics market. Thanks to work done in past years, French brands are today recognised and in demand at every point in the world. We want to create the same perception for our country. With 45 million units we exported to five continents last year, we are building the 'Made in Turkey' designation as a brand. If as Giz Kozmetik we can send 7 million products to France, regarded as the heart of the sector in coloured cosmetics and fragrances, and cannot keep up with demand, then we can make Turkey a brand." he said.