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76 Beauty Güzellik<br />
With the energy provided by our third<br />
generation youth who joined our<br />
management, PEREJA will continue<br />
to experience the proud of being the<br />
brand of firsts.<br />
A Worldwide Brand in<br />
Cologne: PEREJA!<br />
The new member of PERAJA<br />
Cosmetics Mr. Tolga, let’s get to<br />
know you. Can you mention about<br />
your past and goals? How long have<br />
you been in the cosmetics sector?<br />
Tolga Ataş: Cosmetics, perfumes and<br />
fragrances were one of my greatest<br />
interests since my childhood.<br />
However, I never thought I would be<br />
the marketing manager of one of the<br />
Turkey’s oldest cosmetics company.<br />
Now, it is a great honor for me to be<br />
a part of the PEREJA family. I have<br />
been working actively in the cosmetic<br />
sector for 8 years.<br />
In fact, my background is<br />
advertising, I have master’s degrees<br />
in communication design and<br />
advertising and cinema. I used to<br />
work on advertising and branding.<br />
In fact, my expertise is on the fields<br />
such as branding a product, its<br />
corporate identity, position of the<br />
product on the market and their<br />
launching. Combined with my<br />
special curiosity cosmetics, a profile<br />
emerges that makes all its duties<br />
passionately.<br />
What kind of strategies are you<br />
following on marketing? How you<br />
reach to masses?<br />
Tolga Ataş: The most important point<br />
for us is to recognize the customer<br />
and the relevant market. We usually<br />
realize this with exhibitions, network<br />
studies and market researches.<br />
Our brands are also very popular<br />
abroad. We have seen this at the last<br />
exhibition in Italy. Our mark is known<br />
as one of the world’s major cologne<br />
brands. Our new series of perfumes<br />
also attract a lot of attention.<br />
Can you mention about your product<br />
ranges? How you make marketing<br />
of the product in the countries you<br />
export?<br />
Tolga Ataş: PEREJA brand identity<br />
begins with cologne in the first<br />
place and is spreading in all<br />
products related to fragrance. In<br />
addition, with our R&D studies we<br />
are presenting highly effective and<br />
successful products in all personal<br />
care products. To begin with fragrant<br />
products, for example perfume is<br />
one of our specialty areas, we export<br />
perfumes to over 80 countries.<br />
Prize Cosmetics, our export brand,<br />
have varieties and collections.<br />
Our marketing activities vary from<br />
country to country. There are also<br />
countries where the traditional<br />
market is predominant in sales, we<br />
have selling points in chain stores<br />
in the developed countries where<br />
mass market is the main subject<br />
in sales. There are also countries<br />
where we operate through big<br />
dealers. In the Middle East, for<br />
example, there are countries where<br />
we exist in supermarkets with<br />
a certain distributor channel. In<br />
short, our marketing channel varies<br />
depending on the country’s socioeconomic,<br />
cultural and demographic<br />
structure. For example, you cannot<br />
find supermarkets anywhere in an<br />
African country. There is a traditional<br />
market dominance. In such cases,<br />
we reach our consumers through big<br />
wholesalers.<br />
Let’s talk about your other brands.<br />
What are your scented product<br />
ranges?<br />
Tolga Ataş: We have a very ambitious<br />
product group in perfumes, colonies,<br />
and recent year’s trend body splash.<br />
In exports, ‘body mist’ has an<br />
important position in the countries<br />
where we operate. Deodorants that<br />
are filled with gas are products have<br />
the same demand with perfume. As<br />
a result, we are also in a very good<br />
position in this area.<br />
Because of our capacity and market<br />
needs, we are expanding our gasfilled<br />
unit and we are putting into<br />
action this year our investment plans<br />
that we were waiting to realize in line<br />
with the market needs and demands.<br />
As of the second half of 2018, we will<br />
start production of our additional gas<br />
filling line which we have a different<br />
place in our machine track line. Over<br />
the past 2 years, we have doubled the<br />
physical conditions of our factory by<br />
increasing more than 100% in sales<br />
and growing more with the courage<br />
it gives us.<br />
Özer Susesi; We are living the<br />
rightful pride of waving the Turkish<br />
flag in Italy, Bologna for the first time<br />
…<br />
We know that you have broken<br />
grounds as PEREJA Cosmetics.<br />
Apart from production, are there<br />
any other issues you proud to<br />
represent our country outside, can<br />
you talk about it?
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