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The mask fell, the makeup appeared – Last Minute Economy News

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The obligation to use masks, which entered our lives in the last 2 years with the pandemic, disappeared as the effects of the pandemic diminished. As we continue to quickly return to our old habits, the use of makeup products, which went into recession in the last 2 years, even surpassed pre-pandemic levels in the first half of the year. Industry representatives say makeup products are one of the fastest growing categories and say the growth is more than 100% compared to 2021. The President of the Association of Manufacturers and Suppliers of Private Label Products PLAT and Vice President of the Istanbul Chemical and Chemical Exporters Association (İKMİB) İmer Özer stated that the consumption of cosmetic products has increased with the disappearance of masks from our lives and socialization and said: “Particularly in the first 3 months private label products related to cosmetics increased by a percentage, 80. Due to economic developments and inflation, consumers have directed their cosmetic preferences to the market for branded products.

IMPACT TOURISM

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Saying that there is a strong return to beauty products with the abolition of the mask requirement, Watsons Turkey CEO Mete Yurddaş reported that tourist spending has started to surpass the level of 2019. “Our sales of cosmetics grew much faster than any other category in the first half of this year. After the mask requirement was lifted, the number of visits to shopping centers increased. If we compare the average make-up sales of 2021 with the first 6 months of 2022, we can speak of a growth of over 100 percent “. Ayça Kaya, CMO of Sephora Turkey, said: “When we compare it to 2021, the sales of lipsticks in colored cosmetics have increased 3 times; Sales of products such as foundation and mascara doubled. The beauty and cosmetics industry has created a loyal consumer base for years. While each individual creates a culture of care suited to himself, he is concerned with making efforts to maintain this culture despite developments in the economy. We see that this trend is similar on a global level as in Turkey ”.

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The mask fell, the makeup appeared

CONSUMERS FOCUS ON THE COUNTRYSIDE

Stating that consumers’ shopping preferences have changed due to the increase in the exchange rate and the increase in costs that are reflected in the prices of the products, Mete Yurddaş said: “Consumers have started shopping more focused on price. and on campaigns and show a more intense interest in campaigns. This change in behavior has brought with it a decrease in brand loyalty. To get affordable products, consumers change brands, stock up on products, or prefer to buy products with campaigns.

‘RECORD OF GROWTH IN OUR 35 YEARS OF HISTORY’

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There is a slowdown in the makeup and perfume categories with closures in the pandemic; Stating that skin care, hair dyes and hair care products are also on the rise, L’Oréal Turkey General Manager Sinem Sandıkçı Gökçen said: “The sector, which had a growth rate of around 15% before the pandemic, passed 2020 without any growth, but grew by 30 percent in 2021, the year in which it did not grow, it also compensated. Growth in the first 4 months of 2022 in our markets is around 70. %. Especially the makeup category has become one of the main categories with a growth of 120 percent. We have achieved the highest growth rate in our 35-year history, with market growth more than double in 2021 “.

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The mask fell, the makeup appeared

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