Turkish Brand DOOR to Expand into Global Market in Personal Care Sector

Lina Kozmetik, which has been manufacturing cosmetics and personal care products since 2011, is expanding its targets with its fast-growing brand DOOR. The DOOR brand, launched with an investment of approximately TRY 3.5 million, has begun capturing market share through its 'domestic production' advantage. In a market dominated by global brands and imported products, DOOR stands out with innovative manufacturing practices, quality product strategy, balanced pricing policy and a domestic production vision, aiming to build recognition both in the domestic and international markets. Lina Kozmetik Board Chairman Şansal Tur stated that they have made an aggressive entry into the sector under the slogan "Be Ready for Visionary Change", noting rapid growth in the highly competitive cosmetics and personal care market.

Our Products Were Very Well Received

Emphasizing the importance of domestic and national production, Şansal Tur said: "When creating our brand, we examined every detail. We found that 67 percent of market share in our product range was divided between two major companies. To capture our share, we started R&D work. We completed our work to differentiate and stand out, and the DOOR brand emerged. Our consumers really loved our DOOR branded products. We received very positive feedback".

Firsts Coming in June

Providing information on new product developments, Şansal Tur said: "While we are making our current products higher quality each day, we continuously refresh and develop our designs. In addition to starting with the children's line, we will announce 'first and only products in Turkey' that cover all age groups at the beginning of June, which will be the first choice of mothers, children and other family members. We are preparing for the launch of our Dermo products at the end of summer".  

Target: Three Major European Countries

Discussing international targets, Şansal Tur said that the presence of a Turkish brand on the shelves of foreign chain retailers would be a matter of national pride. Stating that not only DOOR but all Turkish brands should achieve great things abroad, Tur added: "We will begin exports in the second quarter of 2018. We have selected three EU countries as our first target. We are proceeding carefully and steadily overall with Germany, France and the Netherlands. We expect sales of TRY 1.7 million from these three countries by the end of 2018. Florida and California will follow. Our distribution network in America is ready but infrastructure work is ongoing. When the other product groups we mentioned earlier are ready, we will enter the American market at full speed".