Turkish cosmetic sector eyes Chinese market with personalized, high-quality products

On the production line of a factory in Turkey's Istanbul, several robotic arms filled the material into the tiny cases with precise moves, before closing the lids, removing the faulty ones, and delivering them into an output basket.

"There we are! The product is ready to use," Ugur Adiyaman, export director of Erkul Cosmetics and a board member of the Istanbul Chemicals and Chemical Products Exporters Association (IKMIB), told Xinhua at the end of the line, showing a brand-new mascara box.

Erkul Cosmetics is one of the leading Turkish companies specialized in the production of color cosmetics, such as lip and eye make-up products, by using high technology.

For Adiyaman, the Turkish cosmetics and personal care products market grows by an annual average of 10 percent thanks to the rich endemic tissue of the geography, intense research and development studies of the sector, and production facilities equipped with high technology.

Exporting its products to more than 90 countries, especially the Balkan and European Union countries, the Turkish sector is now trying to increase its trade in China with products specially designed for Chinese consumers.

With the support of the Trade Ministry and the Turkish Exporters Association, IKMIB launched a project dedicated to tap business opportunities in China a year ago.

"We will promote the concept of Turkish goods in the best possible way through bloggers, vloggers as well as live promotions," Adiyaman spoke of the advertising campaigns that will soon be launched in China.

The Turkish teams are currently investigating which colors and which packaging forms will be suitable for the delight of Chinese customers and which products will please them the most.

Colour cosmetics, wet wipes, perfumes, aerosol products, traditional Turkish cologne, and hair-care products are expected to be the main categories that will be exported to China, Adiyaman said.

Turkey's endemic species diversity and climate conditions of four seasons offer vast opportunities to obtain the highest quality raw material, according to him.

"We have rare plants, and the essences obtained from these are unique and strengthen our competitive advantage," he said, mainly referring to Turkey's world-famous rose water products and olive oil soaps.

"Rose water is one of our most essential cosmetic products. With the developing technology, we can produce 43 different rose water-related commodities for the last three years," Adiyaman said, noting such products are very popular among Chinese people.

Meanwhile, the Turkish sector representatives also seek to increase cooperation with Chinese e-commerce platforms, such as Alibaba's Tmall Global, to grasp more opportunities with Chinese companies.

In Adiyaman's view, many Turkish companies will open flagship stores, branch offices, and renting warehouses in China in the upcoming period with the help of the project.

The total exports of the Turkish cosmetics sector in 2020 hit 1.4 billion U.S. dollars with a 15 percent year-on-year increase despite the challenging conditions of the COVID-19 pandemic, according to the figures of the Turkish Exporters Association.

"Even under the harsh COVID-19 pandemic conditions, women never give up their personal care, they never give up buying and wearing lipstick, even under a mask," Adiyaman said.