Selin: Cologne

Selin Kolonya, a brand of cologne, increased growth, market share, and brand recall by appealing to customer emotions.

Where Were We?

Cologne has long been part of our cultural code, but it really came into its own during the pandemic with its hygiene benefits. Although the cologne category had a market size of TRY 198M in total in Turkey (Source: Nielsen, 2019 FY), with the effect of COVID-19 it received a serious boost after March 2020 reaching 4 times the previous value both in volume and turnover, and reached TRY 795M at the end of 2021 (Source: Nielsen, 2021 FY). Looking at the consumption (liters) trend, we saw that while the market grew by 11% at the end...

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