Interview with Sinoz Board of Directors Chairman Mr. Yasin Çörekci

We conducted a pleasant interview with Sinoz Board of Directors Chairman Yasin Çörekci on the success the company has achieved in dermocosmetics in Turkey. Çörekci also provided detailed information on the technology the company uses and their R&D efforts.

Could you tell us about yourself and your professional background?

Hello, I am Yasin Çörekci, Chairman of Sinoz Cosmetics. I entered the cosmetics sector during the economic crisis that occurred in Turkey in 2008, when I observed the country's dependence on imported dermocosmetic products and noted that brands were not investing in this area. Following my analysis of the crisis, I began working in the dermocosmetics field.

Could you provide information about Sinoz? What is the secret behind your product success?

Sinoz Cosmetics was established as a local brand that emerged from the combination of nature and science. Sinoz Cosmetics distinguishes itself from competitors through its product range that appeals to all segments and serves as a solution for its target market. Another differentiating factor is our price positioning. We produce high-quality professional products and lead the market with a more affordable pricing policy than our competitors globally. Another important criterion that sets Sinoz apart is how we deliver solutions in terms of price and performance, particularly for our female consumers. As you know, global dermocosmetic brands sell their products at higher prices due to exchange rates. Sinoz Cosmetics launches products by formulating the most effective solutions as a local brand and with professional production standards, while maintaining more competitive pricing compared to other global brands. Customer appreciation, their response to our products, and brand loyalty have helped us earn the "Golden Brand Award" and "Consumer Quality Awards".

Which sectors do you serve? What criteria do you consider when determining your product types?

Sinoz Cosmetics offers products in three segments. These include our professional dermocosmetic series, daily care products and home and living category products. Our professional series consists of award-winning dermocosmetic products targeting specific skin concerns. Our Consumer Quality Award-winning products include 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, and Sinoz Night and Day Cream, which represent the top of our professional series. Sinoz Anti Dark Spot Cream is a highly effective product that earned the Golden Brand Award for Sinoz and has established a strong customer relationship. The cream enjoys considerable customer satisfaction due to its reputation. It is a professional care product containing 3% Vitamin C and nourishing and renewing ingredients. Customer demand is the most important criterion for expanding our product range and initiating R&D processes for new products. Once customers become familiar with Sinoz, they share their new needs with us, which helps us address product gaps and build trust. We launched the R&D process for Sinoz Face Whitening Cream based on requests from female customers who use and appreciate our Sinoz Body Whitening Cream.

What are your local and international sales potential? Could you tell us about the factors that determine your sales volume?

We sell our products through e-commerce channels and therefore have customers using Sinoz products in every country in the world. We deliver to the entire European region within 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 provide information about the products you have recently introduced to the sector? What are the benefits of these products for users?

We aimed to address women's skin problems with our latest serums. Sinoz 10% Vitamin C Serum is designed to prevent dark skin spots, while Sinoz 24K Gold Beauty Serum creates an instant botox effect. In addition, we accelerated our R&D processes and launched Sinoz Lemon Cologne and Sinoz Gel Cologne to meet increasing hygiene demands currently on the agenda. We addressed women's needs with Sinoz BB Cream, which offers an alternative to traditional makeup habits.

Could you tell us about the importance of technology and R&D studies for your products? What work have you undertaken in this field?

Sinoz is a brand that invests in R&D and product development and develops production in its own laboratories with chemists. Rather than operating a production facility, we employ a contract manufacturing mechanism that controls every product within an innovation framework. In the cosmetics industry, R&D plays a very important role in competing with global brands, and this is our working principle. We allocate and dedicate 15% of our budget to R&D alone. Each Sinoz product requires a minimum of six months in development to ensure the most effective formulation is produced. This is a critical criterion.

What is your perspective on corporate social responsibility projects? What initiatives does your company undertake in this area at local and global levels?

Sinoz is a brand that places importance on corporate social responsibility projects. We conduct CSR initiatives through various channels, including supporting female athletes, providing product donations and student scholarships. We have sponsored female athlete Sabriye Şengül. Additionally, we provide boots, coats and hand cream for children during winter, particularly to village schools in the Eastern Anatolia Region.

What innovations will the cosmetics and personal care sector see in coming years? As Sinoz, what innovative products do you plan to launch in the coming period?

In the coming years, beginning with 2020, there will be an increase in demand for natural and herbal products. Prebiotics, drinkable collagen and herbal oils will create product categories we will hear about frequently. The Sinoz product family will also expand in 2020. We responded to quick-care demand with Vitamin C serum and an instant botox effect serum containing 24-carat gold particles. We introduced Sinoz Anti-Dark Spot BB Cream as a professional alternative to foundation makeup, and launched cologne and gel cologne to meet customer needs. We provided drinkable fish collagen and face whitening cream to consumers following completion of R&D processes in the first quarter of 2020. Candles, room fragrances and colognes are among the expected new products in our expanding product family.