{"id":9245,"date":"2023-03-15T08:00:00","date_gmt":"2023-03-15T05:00:00","guid":{"rendered":"https:\/\/rockvell.com\/?p=9245"},"modified":"2023-03-15T11:09:18","modified_gmt":"2023-03-15T08:09:18","slug":"goz%c9%99llik-sektorunun-n%c9%99h%c9%99ngl%c9%99ri-revlon-estee-lauder-loreal","status":"publish","type":"post","link":"https:\/\/rockvell.com\/?p=9245","title":{"rendered":"G\u00f6z\u0259llik sektorunun n\u0259h\u0259ngl\u0259ri \u2013 Revlon, Estee Lauder, Loreal"},"content":{"rendered":"\n

G\u00f6z\u0259llik sektorunun n\u0259h\u0259ngl\u0259ri \u2013 Revlon, Estee Lauder, Loreal<\/strong><\/p>\n\n\n\n

G\u00f6z\u0259llik sektoruna aid brendl\u0259rd\u0259n Revlon, Estee Lauder v\u044d Loreal kimi brend-\u015firk\u0259tl\u0259rin tarixin\u0259 n\u0259z\u0259r yetir\u0259c\u0259yik.<\/em><\/p>\n\n\n\n

G\u00f6z\u0259llik sektoruna sezon anlay\u0131\u015f\u0131n\u0131 ilk g\u0259tir\u0259n adam \u2013 Revlon<\/strong><\/p>\n\n\n

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M\u0259\u015fhur \u201cRevlon\u201d brendinin yarad\u0131c\u0131s\u0131 Charles Revson 1906-c\u0131 ild\u0259 d\u00fcnyaya g\u0259lib. G\u0259nc ya\u015flar\u0131nda New-Yorkda g\u00f6z\u0259llik salonlar\u0131n\u0131n birind\u0259 sat\u0131c\u0131 kimi \u00e7al\u0131\u015f\u0131b. Daha sonra bir kimya\u00e7\u0131 il\u0259 tan\u0131\u015f olduqdan sonra \u00f6z \u015firk\u0259tini qurur v\u0259 25 ya\u015f\u0131nda Revlon Nail Enamels adl\u0131 ilk ma\u011fazas\u0131n\u0131 a\u00e7\u0131r. O d\u00f6vrd\u0259 \u0259n g\u00fccl\u00fc r\u0259qibl\u0259ri Elizabeth Arden v\u0259 Helena Rubinshtein idi. R\u0259qibl\u0259rinin m\u0259hsulu \u0259sas\u0259n \u00fcz\u0259 xitab ets\u0259 d\u0259, Revlon d\u0131rnaq qullu\u011fu m\u0259hsullar\u0131 \u00fczr\u0259 tan\u0131n\u0131rd\u0131. H\u0259tta Revlon \u00f6z\u00fc \u00f6z m\u0259hsullar\u0131n\u0131 tan\u0131tmaq \u00fc\u00e7\u00fcn salonlara b\u00fct\u00fcn d\u0131rnaqlar\u0131n\u0131 boyayaraq gedirdi. Bu da \u00f6zl\u00fcy\u00fcnd\u0259 f\u0259rqlilik idi v\u0259 o bu c\u0259h\u0259tin\u0259 g\u00f6r\u0259 tan\u0131n\u0131rd\u0131. Revlon o d\u00f6vrd\u0259 g\u00f6z\u0259llik sektorunda \u201csezon anlay\u0131\u015f\u0131n\u0131\u201d g\u0259tir\u0259n ilk adam idi. Bel\u0259 ki, O, h\u0259r q\u0131\u015f v\u0259 yazda \u00f6z yenilikl\u0259rini t\u0259qdim edirdi. 1950-ci ild\u0259 is\u0259 Revlon g\u00f6z\u0259llik sektorunda ilk say\u0131lan TV reklam \u00e7\u0259kdirmi\u015fdi. Revlon bir m\u00fcdd\u0259t sonra \u0259tir d\u0259 istehsal etm\u0259y\u0259 ba\u015flay\u0131r v\u0259 1973-c\u00fc ild\u0259 Charlie adl\u0131 ilk \u0259tirini burax\u0131r. T\u0259kc\u0259 onu dem\u0259k kifay\u0259tdir ki, bu \u0259tir 1980-ci il\u0259d\u0259k Chanel N5-d\u0259n daha \u00e7ox sat\u0131rd\u0131. 1975-ci ild\u0259 x\u0259r\u00e7\u0259ngd\u0259n d\u00fcnyas\u0131n\u0131 d\u0259yi\u015f\u0259n Revlon \u00f6l\u00fcm\u00fcnd\u0259n \u00f6nc\u0259 yerin\u0259 1.5 milyon dollarl\u0131q raz\u0131la\u015fma il\u0259 Michel Bergeraunu g\u0259tirir. Revlon d\u00fcnyas\u0131n\u0131 d\u0259yi\u015f\u0259nd\u0259 art\u0131q \u015firk\u0259tin d\u0259y\u0259ri 1.7 milyard dollar\u0131 \u00f6tm\u00fc\u015fd\u00fc.<\/p>\n\n\n\n

\u201cM\u00fc\u015ft\u0259ril\u0259riniz\u0259 toxunursunuzsa, yolu yar\u0131lam\u0131s\u0131n\u0131z\u201d \u2013 Estee Lauder<\/strong><\/p>\n\n\n

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\u201cEstee Lauder\u201d \u015firk\u0259tinin qurucusu Josephine Esther Mentzer 1908-ci ild\u0259 d\u00fcnyaya g\u0259lib. Joseph Lauter adl\u0131 bir ki\u015fi il\u0259 evl\u0259ndikd\u0259n sonra qurdu\u011fu \u015firk\u0259tin ad\u0131n\u0131 \u00f6z\u00fcn\u00fcn v\u0259 yolda\u015f\u0131n\u0131n ad\u0131 il\u0259 uy\u011funla\u015fd\u0131raraq Estee Lauder qoyur. \u201cBir g\u00fcn ist\u0259diyim h\u0259r \u015fey\u0259 nail olacam\u201d dey\u0259n Estee d\u00fcz 94 ya\u015f\u0131nda, 2004-c\u00fc ild\u0259 v\u0259fat edir. 1960-c\u0131 ill\u0259rd\u0259 Estee Lauder Revlonla bir binada \u00e7al\u0131\u015f\u0131rd\u0131 v\u0259 o vaxt \u00fc\u00e7\u00fcn Revlondan \u00e7ox ki\u00e7ik bir \u015firk\u0259t say\u0131l\u0131rd\u0131. Revlonun m\u0259hsullar\u0131 15000 ma\u011fazada sat\u0131l\u0131rd\u0131sa, Estee Lauder c\u0259mi 1200 ma\u011fazada sat\u0131l\u0131rd\u0131. \u015eirk\u0259tind\u0259 d\u00f6n\u00fc\u015f n\u00f6qt\u0259si Estee-nin \u0259tir m\u00fct\u0259x\u0259ssisi Arnold Levis van Ameringen il\u0259 tan\u0131\u015f olmas\u0131 olur. \u0130lk u\u011furulu m\u0259hsulu Clinique olur, Revlon is\u0259 Clinique markas\u0131na qar\u015f\u0131 \u00f6z\u00fcn\u00fcn Etherea markas\u0131n\u0131 sat\u0131\u015fa \u00e7\u0131xar\u0131r. Amma Clinique bazarda \u00f6z\u00fcn\u00fc daha \u00e7ox do\u011fruldur v\u0259 sat\u0131\u015flar\u0131 s\u00fcr\u0259tl\u0259 art\u0131r. BBDO reklam agentliyi il\u0259 m\u00fcqavil\u0259y\u0259 imzalay\u0131b reklamda da yeni x\u0259tt g\u00f6t\u00fcr\u00fcr. O d\u00f6vrd\u0259 orta amerikal\u0131 qad\u0131n\u0131n 8.5 dollara adi \u0259tir ya\u011f\u0131 istifad\u0259 etdiyi bir zamanda 115 dollara \u00f6z Re-Nutiv kremini sat\u0131\u015fa \u00e7\u0131xar\u0131r. Kremin reklam\u0131 da maraql\u0131 idi. \u201cBir kremi 115 dollar ed\u0259n n\u0259dir? Estee Lauder Re-Nutiv\u201d \u2013 yaz\u0131lm\u0131\u015fd\u0131 reklam m\u0259tnind\u0259. 1970-ci ild\u0259 Karen Graham adl\u0131 modell\u0259 m\u00fcqavil\u0259 imzalay\u0131rlar v\u0259 Karen Estee Lauderin ilk reklam simas\u0131 olur. H\u0259tta ilk reklamlarda h\u0259r k\u0259s Kareni Estee Lauderin \u00f6z\u00fc hesab edirdi. 2004-c\u00fc ild\u0259 \u015firk\u0259tin sahibi Estee \u00f6ld\u00fcy\u00fcnd\u0259 \u015firk\u0259tin \u00fcmumi d\u0259y\u0259ri 10 milyard dollar idi. 27 brendi \u00f6z\u00fcnd\u0259 birl\u0259\u015fdir\u0259n \u015firk\u0259tin d\u00fcnyan\u0131n 130 \u00f6lk\u0259sind\u0259 21500 i\u015f\u00e7isi var idi. Veb saytlarda Estee Lauderin dig\u0259r bir deyimi d\u0259 yer almaqdad\u0131r. O h\u0259mi\u015f\u0259 dey\u0259rdi ki, \u201cbu yerl\u0259r\u0259 arzu ed\u0259r\u0259k, \u00fcmid ed\u0259r\u0259k deyil, i\u015fl\u0259y\u0259r\u0259k g\u0259ldim\u201d.\u00a0Onu da xat\u0131rladaq ki, Estee Lauder ki\u015fil\u0259r \u00fc\u00e7\u00fcn d\u0259 m\u0259hsul buraxan ilk \u015firk\u0259t idi.<\/strong><\/p>\n\n\n\n

D\u00fcnyan\u0131n \u0259n b\u00f6y\u00fck g\u00f6z\u0259llik sektoru \u015firk\u0259ti \u2013 Loreal<\/strong><\/p>\n\n\n

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Loreal 1909-cu ild\u0259 yaran\u0131b illik 18 milyard avroluq sat\u0131\u015f v\u0259 illik 2 milyard avroluq g\u0259lirl\u0259 d\u00fcnyan\u0131n haz\u0131rda \u0259n b\u00f6y\u00fck kosmetik v\u0259 g\u00f6z\u0259llik sektoru \u015firk\u0259tidir. Frans\u0131z \u015firk\u0259ti olan Loreal\u0131n qurucusu Eugene Schuller kimya\u00e7\u0131 idi v\u0259 ilk m\u0259hsulunu da Sarbon universitetind\u0259 oxuyark\u0259n m\u00fc\u0259lliminin verdiyi suala tapd\u0131\u011f\u0131 cavab \u0259sas\u0131nda haz\u0131rlam\u0131\u015fd\u0131. M\u00fc\u0259llimi o zaman sinif\u0259 \u201ca\u011faran sa\u00e7lar\u0131 qal\u0131c\u0131 bir yolla nec\u0259 boyamaq olar?\u201d dey\u0259 m\u00fcraci\u0259t etmi\u015fdi. Schuller 1923-c\u00fc ild\u0259n etibar\u0259n salonlar\u0131 maarifl\u0259ndirici jurnal buraxma\u011fa ba\u015flay\u0131r. Sa\u00e7, cild bax\u0131m\u0131, \u00fcz\u0259 qulluq v\u0259 d\u0259rman sah\u0259sind\u0259 ixtisasla\u015faraq n\u0259h\u0259ng bir \u015firk\u0259t\u0259 \u00e7evrilir zamanla. Haz\u0131rda t\u0259rkibind\u0259 Maybelline, Vichy, Garnier, Helena Rubinstein, Lancome, Ralph Lauren, Giorgio Armani Parfums, Biotherm, Cacharel, Kerastase, La Roche Posay kimi orta v\u0259 \u00fcst sinif brendl\u0259ri vard\u0131r. \u0130sve\u00e7 \u015fokolad firmas\u0131 Nestle bu \u015firk\u0259tin 2-ci \u0259n b\u00f6y\u00fck orta\u011f\u0131d\u0131r. \u00dcmumilikd\u0259 t\u0259rkibind\u0259 23 brend birl\u0259\u015fdirir. 17 mart 2006-ci ild\u0259 ise Loreal \u015firk\u0259ti 652 milyon yevro \u00f6d\u0259y\u0259r\u0259k kosmetik \u015firk\u0259t olan\u00a0The Body Shop<\/strong>-u ald\u0131. \u015eirk\u0259tin haz\u0131rk\u0131 sahibi 1922-ci ild\u0259 anadan olmu\u015f Liliane Bettencourt d\u00fcnyan\u0131n 30 milyard dollar s\u0259rv\u0259til\u0259 t\u0259k Fransan\u0131n deyil, h\u0259m d\u0259 d\u00fcnyan\u0131n \u0259n varl\u0131 qad\u0131n\u0131d\u0131r. \u015eirk\u0259tin s\u0259hml\u0259rinin 31% Lillianda, 29.8%-i is\u0259 Nestle \u015firk\u0259tind\u0259dir. \u015eirk\u0259tin ba\u015f direktoru is\u0259 Jan Pol Aqondur. \u00dcmumi olaraq 130 \u00f6lk\u0259d\u0259 64 mind\u0259n \u00e7ox i\u015f\u00e7isi var. 2009-cu ild\u0259 t\u0259k Rusiyada sat\u0131\u015f miqdar\u0131 563 milyon avro olub. 2010-cu ild\u0259 Rusiyada \u00f6z fabrikini qurub. Loreala daxil olan selektiv markalardan Lancome v\u0259 Maybelline se\u00e7ilir. Lancome brendi Fransan\u0131n Lancosme civar\u0131nda yeti\u015f\u0259n v\u0259h\u015fi g\u00fcll\u0259rin \u015f\u0259r\u0259fin\u0259 adland\u0131r\u0131lm\u0131\u015fd\u0131r. Loreal 1964-c\u00fc ild\u0259 bu brendi al\u0131b. Maybelline is\u0259 1915-ci ild\u0259 AB\u015e-l\u0131 Williams adl\u0131 kimya\u00e7\u0131 t\u0259r\u0259find\u0259n bac\u0131s\u0131 Mabelin \u015f\u0259r\u0259fin\u0259 yarad\u0131l\u0131b. D\u00fcnyan\u0131n ilk modern mascaras\u0131 m\u0259hz Maybelline brendin\u0259 m\u0259xsusdur. 1996-c\u0131 ild\u0259 758 milyon dollara Loreala sat\u0131l\u0131b. Haz\u0131rda onu da qeyd ed\u0259k ki, Loreal\u0131n d\u00fcnya \u00fczr\u0259 14 ancaq ara\u015fd\u0131rma m\u0259rk\u0259zi var ki, burada da toplam 3000-d\u0259n \u00e7ox adam \u00e7al\u0131\u015f\u0131r. Bir s\u00f6zl\u0259 haz\u0131rda \u015firk\u0259t s\u00f6z\u00fcn \u0259sl m\u0259nas\u0131nda kosmetika sektorunun imperatoru say\u0131l\u0131r.<\/p>\n\n\n\n

Rafiq Hunaltay<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

G\u00f6z\u0259llik sektorunun n\u0259h\u0259ngl\u0259ri \u2013 Revlon, Estee Lauder, Loreal G\u00f6z\u0259llik sektoruna aid brendl\u0259rd\u0259n Revlon, Estee Lauder v\u044d Loreal kimi brend-\u015firk\u0259tl\u0259rin tarixin\u0259 n\u0259z\u0259r yetir\u0259c\u0259yik. G\u00f6z\u0259llik sektoruna sezon anlay\u0131\u015f\u0131n\u0131 ilk g\u0259tir\u0259n adam \u2013 Revlon M\u0259\u015fhur \u201cRevlon\u201d brendinin yarad\u0131c\u0131s\u0131…<\/p>\n","protected":false},"author":2,"featured_media":9249,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,49],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/posts\/9245"}],"collection":[{"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rockvell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9245"}],"version-history":[{"count":3,"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/posts\/9245\/revisions"}],"predecessor-version":[{"id":9271,"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/posts\/9245\/revisions\/9271"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rockvell.com\/index.php?rest_route=\/wp\/v2\/media\/9249"}],"wp:attachment":[{"href":"https:\/\/rockvell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rockvell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=9245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rockvell.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=9245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}