Experience the Beauty Market in Istanbul, Türkiye Firsthand

Exhibiting at “beauty istanbul 2025”

In May 2025, we traveled to Istanbul, Türkiye.

For three days, from May 8 to 10, 2025, we exhibited at “beauty istanbul,” a beauty industry exhibition held in Istanbul, Türkiye.

Rather than simply waiting for visitors at our booth, we also handed out flyers and approached as many people as possible to introduce our products. Many of them were people we were meeting for the first time, and even brief conversations about our products helped us learn about local reactions.

We exchanged 66 business cards over the three days.
In addition, although we did not exchange business cards with them, we made contact with around 80 people through conversations and product introductions.

The three days brought many encounters that numbers alone cannot convey.

[Photo: Exterior and interior views of the exhibition venue]

[Photo: Overview of the joint exhibition booth]

The Turkish Beauty Market as Experienced at the Exhibition

Beauty industry professionals from various countries and regions gathered at the venue, where many were looking for new products. As we walked around the exhibition, we could feel the strong interest in beauty and the enthusiasm of companies searching for new products.

At our booth, we introduced our hair-care products and spoke directly with visitors. Being able not only to show products but also to answer questions and hear people’s reactions is one of the valuable experiences that exhibiting at a trade show offers.

The products we particularly introduced included:

Hair Magellan

Jamuu Shampoo and Jamuu Lotion

ReKERA Mist

ReKERA Emulsion

ReKERA Oil

We introduced these and other products, focusing mainly on hair care.

Visitors asked not only about product features but also about prices, packaging, and sales methods. Overseas, people may ask about points that we do not often focus on when selling in Japan. Through these conversations, I realized that we need to explain not only the products themselves but also the conditions for selling them in a clear and easy-to-understand way.

How should the products be sold? What price range would be suitable? How should communication and business discussions proceed? By speaking directly with people locally, we learned about differences that cannot be understood from documents or the internet alone.

Comments from People Looking for Japanese Products

What particularly stayed with me this time was that several visitors were looking for products made in Japan.

We saw many Korean and Chinese beauty products at the venue. At the same time, some visitors were interested in Japanese beauty products and told us, “We are looking for Japanese products.” Hearing these comments firsthand was a welcome discovery.

We also learned that people, especially younger generations, are interested in Japanese cosmetics and beauty products. Being able to hear these comments directly was one of the benefits of visiting the market in person.

Of course, products do not automatically sell simply because they are made in Japan.

Even so, through conversations with local visitors, we sensed a demand from people who wanted to learn about Japanese beauty products and try handling Japanese products themselves. Hearing their opinions firsthand gave us an opportunity to consider how we should introduce our products going forward.

What You Learn by Visiting the Market in Person

One thing this exhibition reminded us of is how important it is to visit overseas markets and speak directly with customers in order to understand them.

The internet and market data can provide a certain amount of information about a local market. However, once we were actually at the venue, we found many things that numbers and written information alone could not tell us.

At an exhibition, we can hear a range of immediate reactions, not only about interest in the products but also opinions about prices and packaging.

Different countries have different attitudes toward beauty, as well as different ways of conducting business discussions and communicating. I felt that many of these differences only become clear when you speak directly with people.

I believe that understanding these differences and then considering how to introduce products and conduct business is essential for overseas expansion.

66 Business Cards and Encounters with Around 80 People

Although we had only three days, we exchanged 66 business cards and also had conversations or other points of contact with around 80 people without exchanging cards.

Of course, not everyone we meet at an exhibition will immediately become a business partner.

Even so, we believe it was meaningful to introduce our products, let people try them firsthand, and talk with them about Japanese beauty products.

We want to value each of these connections, stay in touch, and build on them as we expand overseas.

In fact, the exhibition also created opportunities for future business discussions. We hope to turn these opportunities into concrete transactions through continued communication.

Taking Our Istanbul Experience into Our Next Overseas Expansion

By exhibiting at “beauty istanbul 2025,” we were able to see the Turkish beauty market with our own eyes and speak directly with people locally. The reactions and insights we gained at the venue were possible because we went there in person.

While some people are interested in Japanese products, it is also true that expectations and ways of thinking about prices, packaging, sales methods, and communication differ from country to country.

For this reason, I feel that it is important not simply to take products overseas, but to listen to local customers and consider ways of communicating and selling that suit each market.

We will value the connections we made in Istanbul and continue creating opportunities for customers overseas to learn about Japanese beauty products.

We hope to share overseas the dedication to beauty that we have cultivated in Japan.

We will continue visiting different countries and regions in person, listening to local voices, and exploring new connections and business opportunities.

[Photo: Group photo in front of the exhibition booth]

*Left: Shinri Ninomiya, Domestic Sales Department; right: Yuichiro Ikeda, Trade Department.