Flormar Leads Türkiye's Color Cosmetics Market

Flormar, one of the world's leading makeup brands, also holds 21% of Turkey's color cosmetics market. Since 2008, Flormar has accelerated its international operations and is now present in 104 countries, more than 250 cities and 742 points of sale. With 80 stores, Spain is our most extensive presence in Europe. We bring our colors and innovations to women worldwide in many countries including Indonesia, Tanzania, the United States, Germany, Austria, Bangladesh, the United Arab Emirates, France and Panama. With nearly 800 stores worldwide, we are one of the country's most widespread retail chains. In this context, just as in previous years, we will continue our store investment momentum in 2018. We plan to open an additional 180 stores by the end of 2019. At the same time, we are among Turkey's top 500 exporters. By reaching women worldwide through over 40,000 retail partner points, we are creating added value for the Turkish economy. We are a brand that introduces Turkish goods and image to women worldwide in our target foreign markets. We participate in Turquality, the world's state-supported branding program, based on production and export volume. We continue our work with our experienced and expert team built over long years. As a result of an agreement with Groupe Rocher, one of the world's leading brands in 2012, we transferred 51% of our shares to the Group.

By growing at an average rate of over 20% annually and maintaining this stable structure, we aim to reach a retail sales value exceeding TRY 1,100 million in 2020.

With our annual production capacity of 120 million units and a wide product range spanning from blush to foundation, from eyeshadow to mascara, from lipstick to nail polish, from accessories to skincare products, we have become women's indispensable brand. We Are Responsible because we use raw materials and packaging compliant with cosmetic regulations, we do not test on animals. We manufacture under ISO 9001:2008, GMP and Halal Certificates. Our vision of being "the quality cosmetic brand closest to women" drives our product focus and product development concentration. Over the years, to develop this culture, as a team we have undergone sustainable changes in many areas from product contents to production technologies, primary and secondary packaging, marketing, supply chain processes, human resources, logistics, product training and presentations. As we developed ourselves in this rapid process, we also developed our experience. We valued transferring these experiences to our new team members. We evaluated every positive or negative experience we went through and took actions at the same pace. Throughout all these processes, our experience guided us in creating the right product in the best quality.

Being innovative is our most important value. This is more than sufficiently embraced in Flormar R&D. Technology, as part of innovation, is supported through continuous research, trade fair organizations and training. In this sense, we encourage unconventional thinking, creativity and marketable solutions.

Like every sector, the cosmetics sector is nourished, changed and developed thanks to evolving technologies. For us, technology does not only mean machinery technology; formulation technology alongside raw material technology and packaging technology are very important parts of our business. We follow these closely and try to be early adopters. In an environment where technology and social media are developing so rapidly, staying close to cosmetics trends, and all these digital tools actually support our business development processes. Learning about innovations through all these tools has become so shortened that we began thinking more about what we can create faster and differently than our competitors when developing products. We are a young and research-oriented team. We have an open structure to innovations and the sharing of knowledge and different technologies. Our R&D, Production R&D and Marketing teams regularly meet on the subject. Regular meetings are held where experiences, knowledge, trends and new products are discussed. In these meetings, every team member shares all kinds of information and physical materials that could be input to the product development process. Cosmetics is a highly dynamic sector. Following all developments worldwide and quickly adapting to innovations is the most basic rule for achieving a leading position in this sector. By participating in numerous trade fairs, seminars and training both domestically and internationally, we increase our innovation team's knowledge base. Coming together with international trendsetter companies and consultants, we discuss, develop and conduct projects on which product groups the sector is focusing, what texture performance levels will be, what popular colors are and packaging solutions. We can create a completely new brand with 337 SKUs in 8 months. We formulate on average 1,000 new product SKUs annually. Currently, we conduct our production with modern cosmetic technologies at our facilities located in Gebze Organized Industrial Zone, Turkey's most important organized region. The cosmetics market is still a growing and developing market in both domestic and foreign markets. Following internal and external trends closely and keeping our finger on the pulse of innovations, we will continue our journey without slowing down. Tomorrow, just as yesterday and today, we aim to continue developing as a brand known and recognized not only domestically but also globally. Alpago Üresin / Director of R&D and Strategy Development / Kosan Kozmetik