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Röportaj<br />
<strong>Beauty</strong><br />
45<br />
Turkish cosmetics shine in the Arab World<br />
We interviewed with Oner Yesil, Middle East Sales Manager of Ulusoy Pharmaceutical & Cosmetics on<br />
his activities and Arab sector<br />
We talked about the cosmetics<br />
of Turkish and Arabic world<br />
with Oner Yesil who has been<br />
serving the cosmetics sector in the<br />
Middle East market for 16 years and<br />
now assigned as Middle East Sales<br />
Manager of Ulusoy Pharmaceutical &<br />
Cosmetics.<br />
ADVANTAGE of KNOWING<br />
ARAB LANGUAGE<br />
First of all, can we briefly introduce<br />
you?<br />
“My name is Oner Yesil. I was born<br />
in Antakya Hatay in 1980. I started as<br />
a hairdresser at the age of 8 in the<br />
cosmetic sector. I’ve been around 16<br />
years abroad. I have lived in Saudi<br />
Arabia for many years. During this<br />
time, I had the opportunity to visit and<br />
get to know almost all the countries<br />
of the Middle East. I was adapting<br />
to the lives and cultural structures<br />
of the people there shortly with the<br />
advantage of the Arabic language<br />
given by being one from Hatay. I<br />
am married and have a child. At<br />
present I continue to serve as a<br />
Middle East Sales Manager of Ulusoy<br />
Pharmaceutical & Cosmetics in the<br />
sector. In addition, thank you my<br />
brother and General Manager Atilla<br />
Yoldas who worked very hard in the<br />
sector and has labor to have this<br />
position for me.”<br />
WORLD WILL TALK ABOUT THE<br />
SUCCESS OF THE TURKISH<br />
COSMETICS<br />
When we compare the Turkish and<br />
Arab beauty sectors, what do you<br />
think?<br />
“The Turkish beauty sector has now<br />
played a critical role as an important<br />
arena of production which the whole<br />
world admires enviously. It draws a<br />
success chart which Turkish beauty<br />
sector is far superior than some of<br />
the world’s cosmetic producers.<br />
Currently, in every region of the<br />
Middle East from elite regions to<br />
the most remote region, every<br />
hairdresser and barber cosmetics<br />
sales showrooms use Turkish<br />
cosmetic products. The Arabic and<br />
Gulf countries have a life based on<br />
their consumption and the confidence<br />
of Turkish products is growing, the<br />
sector continues to grow rapidly. I<br />
hope that in a short while we will<br />
continue to talk about the successes<br />
of the Turkish cosmetics industry<br />
and pursue positive developments<br />
throughout the world.”<br />
GREAT CHANGE IN TREND!<br />
What hair trends does the Arabic<br />
world follow?<br />
“The Arab world has undergone a<br />
great transformation in both male and<br />
female trends over the past few years.<br />
Women are beginning to use extreme<br />
colors. The knobs are too obvious on<br />
the front plan and the makeup is very<br />
obvious. This change is also reflected<br />
in male trends. In men, beard fashion<br />
has also manifested itself in many<br />
different models, with more crazy<br />
haircuts. Although there is a curiosity<br />
about the straight hair in the women,<br />
short hair models in the cuts started<br />
to be liked. But we can say long hair<br />
and knobs are more effective.”<br />
ATTENTION TO<br />
PROCEDURE,<br />
Oner<br />
SPECIALIZATION Yesil: “Nobody<br />
AND PAYMENT can offer anything<br />
CONDITIONS cheaper without<br />
What<br />
doing worse in<br />
recommendations do the world”<br />
you have for investors<br />
who turn their route into<br />
the Middle East?<br />
“The Middle East is a very large<br />
market and the spectrum is very<br />
wide. We can call it a mainland that<br />
has embraced and enlarged its<br />
world-renowned brands. Of course,<br />
there is little support for Turkish<br />
cosmetics for the region. Turkish<br />
cosmetics investors also give the<br />
necessary value to this region.<br />
Procedures in some countries,<br />
which are difficult to overcome,<br />
make the business of our investors<br />
even more difficult. One of the<br />
things to be considered here is the<br />
careful selection of the brand for the<br />
distributor and the dealer. However,<br />
business trips should be organized<br />
at specific intervals and careful<br />
attention should be given to followup.<br />
One of the important points is<br />
that the customer is sensitive to<br />
the conditions of payment and their<br />
efforts to grow the product. Our<br />
producers should not compromise on<br />
the policy of selling cheap products.<br />
Let’s not forget that nobody in the<br />
world can ever sell cheaply without<br />
doing anything worse. Just looking<br />
at the price of your product means<br />
accepting some tricks.<br />
I accept the assurance of my highest<br />
consideration for our Turkish<br />
investors, cosmetic and beauty<br />
laborers in this sector.”
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