Yumos: For the love of clothes

Laundry detergent Yumoş used a long-term marketing plan to elevate its brand from fabric care to fashion in Turkey.

Where were we?

In the 80s, the Home Care category had one distinctive, innovative brand, Yumoş. Their target was the domestic mother who was taking care of the household to provide comfort to her family. Throughout the years, as the characteristics of mothers changed, the brand started to lose its resonance. Also, as the economic recession expanded, new players arrived in the Home Care category: private label brands. In a growing category in 2015, Yumoş started to lose its market share. Particularly in 2019, while the fabric softener market was expanding, supermarket brands led with a 24.2% market share, pushing...

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