05 / NEW BUSINESS · IPEKYOLCO

Finding room for a new online proposition

Evaluating whether home/personal cosmetics and accessories needed a distinct proposition instead of competing for attention across a broad assortment.

STRATEGY & EXECUTIONCOMMERCIAL OUTCOMESSELECTED CASE STUDY

28Reported average online customer ageReported project outcome; validate scope and period before external use.

10% → 15%Reported share of local online salesContextual metric, not an independently audited claim.

01 / CONTEXT

The challenge

New categories risked getting lost in a large product range and needed a clearer proposition, price point and digital presentation.

02 / ROLE

My contribution

Led the business case comparing a separate retail brand with an extension within Ipekyol, supported early testing in stores and helped shape the rationale for a spin-off brand.

03 / IMPACT

Outcome & context

The average online customer age was reported to decrease by two years to 28. Cosmetics and accessories reportedly grew from 10% to 15% of local online sales.