Cosmetics Industry Overcomes Covid-19 Economic Crisis by Producing Hygiene Supplies

The cosmetics sector emerged from the economic contraction caused by the coronavirus pandemic by producing hygiene materials. Turkish cosmetics and hygiene materials manufacturers, meeting the high global demand, set records in exports. According to data from Istanbul Chemical Substances and Products Exporters Association (İKMİB), disinfectant exports increased by 815%, cologne exports by 228%, and soap exports by 43% in the January-August period of 2020 compared to the previous year. COVID-19, which turned the economy upside down, created the largest economic contraction in recent years in the global economy while also becoming the saviour of some sectors. The cosmetics and cleaning materials sector is at the forefront of sectors positively affected by the pandemic. According to data from Istanbul Chemical Substances and Products Exporters Association (İKMİB), in the January-August period of 2020, disinfectant exports increased by 815.75%, cologne exports by 228.99%, and soap exports by 43.65%. Giz Kozmetik Board Chairman İbrahim Zengin, noting that high demand created in domestic and foreign markets following the pandemic brought record exports, pointed out that in the first 8 months of 2020, figures from previous years were reached. Noting that the cosmetics sector contracted due to the pandemic, Giz Kozmetik Board Chairman İbrahim Zengin stated, "The quarantine implemented due to the outbreak, the closure of borders, and the slowdown in normal life directly affected the cosmetics sector. During this period, producers managed to overcome the crisis by turning to the production of hygiene and cleaning materials."

CLEANING MATERIALS BECAME THE SECTOR'S WAY OUT

The sector, which faced difficult times due to declining demand for cosmetic materials and halted exports, was rescued by high demand for hygiene materials. İbrahim Zengin described the process in these terms: "As life moved home, increased consumer interest in hygiene products worldwide caused the sector to experience a real boom during this period. As Giz Kozmetik, we also added new products to our existing product range. We experienced significant growth in the personal care and home cleaning categories. By accelerating the processes of products in the R&D phase, both we and other companies in the sector managed to meet the high demand. During this period when the cosmetics group weakened, cleaning materials became the sector's way out."

"All women continued to wear makeup even while at home"

İbrahim Zengin, noting that makeup product sales came to a standstill in the early days of the outbreak, stated that demand for colour cosmetics increased again after work life was integrated into home life, and continued: "In the early days when cases were seen in our country, a panic atmosphere was created. Our people turned to basic food and hygiene materials. In the following period, a work-from-home system was established and video meetings began. When a new order started in work life, we detected a significant increase in colour cosmetics products, particularly in lipstick and liquid lipstick sales as well as mascara. Not only working women but all women continued to wear makeup even while at home."