We made a pleasant interview with Sinoz Board of Directors Chairman Mr. Yasin Çörekci on success the company achieved in dermocosmetics in Turkey. Çörekçi also gave detailed information on technology that the company uses and their R&D efforts.
Could you talk about yourself and your professional background to our readers?
Hello, I am Yasin Çörekci, the Chairman of Sinoz Cosmetics. I have met the
cosmetic world during an economic crisis which happened in Turkey at 2008 the time when I realized dependence on imported products in dermocosmetic field and brands was not investing in this area. As a result of the analysis of the crisis, i started working towards in dermocosmetic field.
Could you give us information about Sinoz? What is the secret of the success in your products?
Sinoz Cosmetics was established as a local brand that emerged as a result of the combination of nature and science. Sinoz Cosmetics distinguishes itself from its competitors with it is product range that appeals to all segments under a local brand and is a solution for its target. Another factor that makes Sinoz Cosmetics different is price average.
We produce superfine professional products and take the lead with a more affordable pricing policy than our competitors in the global market. The other important criterion that makes Sinoz one step forward is the way we offer solutions in terms of price and performance especially for our female users. As you know, global brands in the dermocosmetic field are sells their products to higher prices due to exchange rates. Sinoz Cosmetics launches products by producing the most effective formula with local brand and professional production principle, also with a more affordable price average compared to other global brands. Another factor is the appreciation of the users, their effections on our products and our brand helped us the get the awards of ‘Golden Brand Award’ and ‘Consumer Quality Awards’.
Which sectors do you render service to? What are the criterias you consider while determining your product type?
There are products in three segments under the roof of Sinoz Cosmetics. These include our professional dermocosmetic series, daily care products and products we produce in the home/living category. Our professional series consists of award-winning dermocosmetic products targeting the problem. Consumer Quality Awarded Sinoz Anti Dark Spot Cream, Sinoz Clarifying Clay Face Mask, Sinoz Blue Anemone Flower Cream, Sinoz Body Whitening Cream, Sinoz Stretch Marks Cream, Sinoz Anti-Aging Care Cream, Sinoz Night and Day Cream are the top of our professional series products.
Sinoz Anti Dark Spot Cream is a very effective product that has brought Golden Brand Award to Sinoz. It has a serious relationship with costumers. Of course, Anti Dark Spot Cream has a very imporant satisfaction share due to it’s reputation. It is a professional care product containts 3% percent of Vitamin C and nutriting and renewing content. Demand is the most important criterion for increasing our product range and initiating R&D processes about new product! After meeting Sinoz, the user shares his/her new demand with us, resolving our product problem and establishing a trust relationship. We have started the R&D process for Sinoz Face Whitening Cream due demands that we get from our female customers whome uses Sinoz Body Whitening Cream and appreciates our body product.
What is your local and international sales potential? Could you tell us about the factors that determines your sales volume?
We sell products through e-commerce outlet therefore we have customers using Sinoz products in every country on the world. We deliver to the entire European region in 24 hours from our Netherlands office, which we established for our European operations in 2016. Moreover, we are the most preferred e-commerce brand in the Middle East market.
Could you give information about the product you have recently presented to the sector? What are the benefits of this product for users?
We aimed to solve the skin problems of women with our latest serums. We aim to prevent dark skin spots with Sinoz 10% Vitamin C Serum while we wanted to create an instant botox effect Sinoz 24K Gold Beauty Serum. In addition to that, by accelerating the R&D processes we have started the sales of Sinoz Lemon Cologne and Sinoz Gel Cologne due to increasing hygiene demand in the lastest agenda. We have met the demand of women with Sinoz BB Cream that will put the makeup habits on the shelf.
Could you tell us about the importance of technology and R&D studies for your products? What are the studies you have done in this field?
Sinoz is a brand that invests in R&D and P&D that develops production in it is own laboratories and chemists. Instead of production facility we have a contract manufacturing mechanism that controls every product that it performs within the framework of innovation. In the cosmetics industry, R&D has a very important share in the competition with global brands, this is our working principle.We allocate and evaluate 15% of our budget for only R&D field. A product in Sinoz takes a minimum of 6 months so that the most effective product is produced. This is a very important criterion.
What is your perspective on social responsibility projects? What kind of studies does your company carry on this subject in local and global context?
Sinoz is a brand that gives importance to social responsibility projects. We carry out CSR studies through many channels such as supporting women athletes, product aids and student scholarships.We have sponsored to our female athlete Sabriye Şengül. In addition to that, we provide boots, coats and hand cream for children in winter, especially to village schools in the Eastern Anatolia Region.
What innovations await the cosmetics and personal care sector in coming years? As Sinoz, what is your innovative product that you want to launch in the coming period?
It will be a process where demands for natural and herbal products are increased and preferred in the coming years with the beginning of 2020. Prebiotics, drinkable collagen, herbal oils will create products circle that we will hear frequently. Sinoz product family also expanded with year coming of 2020. We responded to the quick care demand with Vitamin C serum, instant botox effect serum with 24-carat gold particles. We brought a professional alternative to the foundation habit with Sinoz Anti-Dark Spot BB Cream, we provided the cologne and gel cologne for sale to met the needs of our customers. We provided potable fish collagen and face whitening cream to our consumers where we have completed R&D processes in first quarter of 2020. Candles, room fragrances and colognes are among expected products of our new product family.
