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New cosmetic brand arrives in Turkey

ISTANBUL-Hürriyet Daily News | 10/29/2009 12:00:00 AM |

Nvey Eco, an Australian organic cosmetics company, announced its decision to enter Turkish derma-cosmetics market with Optimer Healthy Products Wednesday.

Nvey Eco, an Australian organic cosmetics company, announced its decision to enter Turkish derma-cosmetics market with Optimer Healthy Products on Wednesday.

Kamber Çal, pharmacist and managing director of Optimer Company, told Hürriyet Daily News & Economic Review, that people have much interest in derma cosmetic products and organic products. “That's why we have chosen to bring Nvey Eco to Turkish market,” he said.

"Health is the most valuable thing and it has the utmost importance,” said Çal, explaining the reason why the company has chosen to manufacture organic products. “Nvey Eco, which is also suitable to be used by women that ordinarily face allergy troubles, will be available at the pharmacies," he said.

Although some may consider the product to be slightly pricier than other make up products, “consumers should take into consideration the product’s healthy nature,” said Çal. "This product is at a completely different league than other standard cosmetics that can be found at mass markets.”

“We aim to expand and reach every part of Turkey with our product. In Turkey there are 24,000 pharmacies and 3,000 of them currently sell derma cosmetic products to the end user."

Nvey Eco is made with the most natural organic ingredients and contains the highest color value pigments ensuring professional, easy-to-achieve application and results, Rohan J. Widdison, Nvey CEO, told in a statement on the company’s Web site. With the recent surge in organic products and more consumers looking to maintain an organic lifestyle, Nvey Eco fills a void for consumers in search of beneficial makeup in tune with the wellness lifestyle, read the statement about the company on its Web site.

Meanwhile, Nvey Eco is not the only cosmetics company that is seeking to make a leap in Turkish market. Iredale Mineral Cosmetics, a popular brand among top U.S. actors and actresses as well as the U.S. President Barack Obama, is also planning to increase the number of its branches in the country, according to a report on business daily Referans. The company, which entered Turkey nearly five years ago, is aiming to increase the number of its branches to 250 by January 2010.

“Our short term plan includes increasing the number of our branches in Turkey to 190 within the next month. Then we are hoping to increase that number to 250 by January 2010,” said Jane Iredale, the president and founder of Iredale Mineral Cosmetics.

Iredale Mineral Cosmetics currently exists in nearly 50 countries around the world, she said, adding that the number of the company’s branches has surpassed 6,000 in the U.S. “Despite the global economic crisis, we have been attaining growth both in the U.S. and in Turkey since the since the day we started the business,” said Iredale. The company’s turnover has increased 200 percent this year compared to last year, she said.

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