Otifleks is making ear plugs sexy.

At least that’s what a buyer at ECRM’s recent European Health & Wellness Session in Frankfurt told Hamit Kanuni Kuralkan during one of his meetings. He was one of 16 members of the Istanbul Chemicals & Chemical Products Exporters’ Association (IKMIB) that were taking buyer meetings in a special section reserved just for them.

ECRM has partnered with IKMIB for years, helping Turkish suppliers of beauty and personal care products expand their distribution globally.

Having seen Otifleks displays and products firsthand, I would have to agree with that buyer. They indeed are pretty sexy – and functional, too. I made great use out of the brand’s Flier Pressure Equalizing Flight Earplugs on my 9-hour flight back to New York, and they work as well as they look. 

Otifleks has already found success at its home country and in Australia – where its products are market leaders – and is making inroads in the U.S. Kuralkan was at the European Session to expand distribution into Europe, and it was in Frankfurt that I was able to interview him (see video below). 

The "Sexy Design" That Drives Innovation

The Otifleks story began with a deeply personal inspiration. Hamit's mother suffered an ear infection, prompting him to look into the ear care category while he was studying design in Australia. He and his father, an engineer, merged their skills to create an initial product.

"We actually got into earplugs because my mom had an ear infection and I was studying design – that’s where the ‘sexy’ part comes from," Kuralkan jokes. "My dad's an engineer, so he does the boring stuff. And we came together and we came up with a product that won a design award. And we thought, okay, so this is going somewhere."

Fast-forward 15 years, and now Otifleks has developed approximately 30 products. This includes specialized items like a filtered flight earplug (the one I used), which is a pressure-equalizing product for those who suffer from ear pain on a plane, which can also be used for everyday noise cancellation. It also offers earplugs for sleeping and other use cases. Each of the earplugs come in multiple sizes, complete with a sizing chart that uses the consumer's little finger to determine the right fit. 

For those seeking natural products or a more customized fit, Otifleks offers beeswax earplugs that are 100 percent organic and moldable, and offered as an alternative to silicone. 

The commitment to design extends to its merchandising displays as well, and the brand makes sleek looking shelf displays and other custom merchandising vehicles (like the one in the video thumbnail below). Otifleks designs and manufactures everything in its factory in Istanbul, Turkey, which allows for total control and customization, including their own in-store displays and stands.

"We fit whatever the market needs," says Kuralkan. "We have made different versions of these stands for different markets. In the Turkish market, for example, the demand is for slim, but tall displays. But in Australia, for example, they have different requirements. We had to make a shorter version of this display that you see here to fit their shelves because they don't have the space.”

While their initial focus was solely on earplugs, Otifleks has recently expanded into the broader ear care category, which is a significantly larger market segment. "During our 15 year journey, we were very focused on earplugs, developing more and more products, and expanding our market share," says Kuralkan. "But ear wax was something that was on our radar for a while and we've developed a new ear wax removal solution for home. It’s a better formula and we designed a new spray nozzle that shoots to cover more ear wax inside the ear canal. We are making wax removal sexy now.”

ECRM: ‘The most productive distribution event I’ve been to.’

Having expanded distribution into two European countries from last year’s ECRM Session in Copenhagen, Kuralkan is a big fan of its efficiency and effectiveness in connecting buyers with brands in private, prescheduled in-person meetings. 

“At massive trade shows, it is hit and miss, and you are hoping that you're going to just bump into somebody,” says Kuralkan. “Furthermore, smaller companies can't buy a big space in one of the main halls. "I've been to other fairs by the way. I've been to Medica, I've been to Arab Health multiple times. But this has been the most productive international distribution event I've been to.”

We can’t take all of the credit though. Otifleks' success in Europe was the result of Kuralkan meeting with buyers, listening to their feedback, and acting on it. "We came back with some new products based on all the feedback from last year,” he says. “We added an ear care product and ear wax remover. We made some changes to packaging options.”

Kuralkan understands that CPG success is a long game, especially because categories like earplugs may not be reviewed every six months. But if you persevere and build relationships, eventually success comes. “Our job is to keep showing up,” he says.

ECRM & IKMIB: Partners for success

Otifleks’ journey to ECRM's European Sessions has become easier thanks to its membership with IKMIB. The association provided resources, support and education to Turkey-based suppliers to help them expand their business around the world.

Part of this includes the association's partnership with ECRM. For members, IKMIB subsidizes the cost of registering for sessions and works with the ECRM International team to help prepare them for meetings, including education on trends in other countries as well as best practices for doing business with buyers in those countries (click here to watch my interview with IKMIB’s Seyma Inam).

Ironically, the first time Otifleks participated in an ECRM Europe Session, it was not a member, but it met with IKMIB at the Session and soon joined. This year, it experienced the benefits of membership firsthand. 

“They subsidized the cost of registration, I came here for two days, and I had 30 meetings,” says Kuralkan. “I met with actual business people that are in my industry that have seen my brand and have chosen to meet me.”

Looks like buyers around the world are interested in making ear care “sexy,” too!

If you are a Turkish CPG brand seeking efficient, targeted entry into Europe and the United States, following the lead of Otifleks and attending ECRM Sessions as part of the IKMIB delegation can help you expand your distribution at a low cost of entry.

Interested brands can reach out to Alexandra Vladescu for more information!

Watch the full video interview here!