Direct sale in cosmetics grows

Cosmetics, one of the sectors that continued to grow during the crisis, offers opportunities for entrepreneurs through direct sales.

The direct sales system, which is preferred by brands such as Avon, Amway, Herbalife, Nikken, Oriflame and Tupperware in Turkey, is a job gate for the unemployed, as it does not require criteria such as capital, age and education. The system is providing jobs for 600,000 people and the rate of males is increasing. The direct sales system draws attention as the cosmetics sector has proved to be among the sectors keeping up growth amid the crisis. The number of male freelancers entering the system has risen 15 percent.

“The direct sales sector has been drawing more male freelance entrepreneur candidates each day. We realize that this interest increases even more during crises,” said Ron Griffiths, chairman of the Direct Sales Association of Turkey and managing director of Avon Turkey. In Turkey, females constitute 90 percent of direct sellers and males 10 percent at present.

A competitive market

Direct sales can offer income opportunities amid a crisis and this is among the important reasons for the sector’s growth, Griffiths said. “The direct sales sector, whose growth rate has doubled that of retail in the last four years, has reached a global volume of $110 billion and a volume of 600 million Turkish Liras in Turkey. The system creates opportunities for those who have been unemployed due to the economic turmoil. As it does not require capital and anyone above 18 from any education background are allowed in the system, it creates a way out during a crisis.”

Griffiths said that through the double-digit growth figures attained within five years, the volume of Turkey’s direct sales sector has reached 600 million liras. Providing jobs for 600,000 people, the system benefits around 2.4 million people, considering the families of the people employed in the system. In Turkey, 2.5 million people have entered and left the system, he said.

The cosmetics sector in Turkey is likely to reach a volume of $2.05 billion this year, Griffiths said. “Turkey’s beauty market is among the sectors with high global growth. The country’s cosmetics market includes several international and domestic companies. Turkey’s population has a young profile, willing to attain new experiences through international brands. The number of shopping centers is also expected to climb. Overall, this is a very competitive market.”