\u201cG\u00fczellik ve Ki\u015fisel Bak\u0131m, Global H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri B\u00fcy\u00fcmesinin Lokomotif Kategorisi\u201d<\/strong><\/p>\n\n\n\n NielsenIQ T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc ve NielsenIQ Do\u011fu Avrupa, Orta Do\u011fu, Afrika & Hindistan E-ticaret B\u00f6lge Ba\u015fkan Yard\u0131mc\u0131s\u0131 Didem \u015eekerel Erdo\u011fan, h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde son iki y\u0131ll\u0131k d\u00f6neme bak\u0131ld\u0131\u011f\u0131nda, globalde fiyat art\u0131\u015flar\u0131 ile birlikte hacimsel art\u0131\u015f h\u0131z\u0131nda yava\u015flamalar g\u00f6r\u00fcld\u00fc\u011f\u00fcn\u00fc ifade etti. Didem \u015eekerel Erdo\u011fan \u201cGlobalde toplam h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde b\u00fcy\u00fcme %3,3 olarak ger\u00e7ekle\u015firken, g\u00fczellik ve ki\u015fisel bak\u0131mdaki b\u00fcy\u00fcmenin %3,9 ile ana kategorilerin aras\u0131nda ba\u015f\u0131 \u00e7ekti\u011fini g\u00f6rmekteyiz. Ayr\u0131ca g\u00fczellik ve ki\u015fisel bak\u0131m kategorisi, g\u00fc\u00e7l\u00fc hacim performans\u0131yla di\u011fer kategorilerden ayr\u0131\u015farak hem hacim hem ciro baz\u0131nda globalde g\u00fc\u00e7l\u00fc performans g\u00f6steriyor.\u201d diye konu\u015ftu.<\/p>\n\n\n\n NielsenIQ global panel verileri ve al\u0131\u015fveri\u015f\u00e7i ara\u015ft\u0131rmalar\u0131ndan yola \u00e7\u0131karak g\u00fczellik sekt\u00f6r\u00fcne y\u00f6n veren 10 trendi payla\u015fan Didem \u015eekerel Erdo\u011fan, bunlar\u0131n \u201cde\u011fer aray\u0131\u015f\u0131, \u00e7oklu kanal\u0131n y\u00fckseli\u015fi, evde g\u00fczellik rutinleri, g\u00fczellik teknolojisi, farkl\u0131 ku\u015faklar\u0131n ihtiya\u00e7lar\u0131n\u0131 g\u00f6zetmek, i\u00e7erik odakl\u0131l\u0131k, b\u00fct\u00fcnsel sa\u011fl\u0131k, Kore g\u00fczellik anlay\u0131\u015f\u0131, g\u00fczellik al\u0131\u015fveri\u015finde sezonsal d\u00f6nemlerin \u00f6nemi ve \u00e7apraz kategori i\u015f birlikleri\u201d oldu\u011funu s\u00f6yledi. <\/p>\n\n\n\n \u201cT\u00fcketici Art\u0131k Yapay Zek\u00e2 ile Konu\u015farak Al\u0131\u015fveri\u015f Yap\u0131yor\u2026\u201d<\/strong><\/p>\n\n\n\n Didem \u015eekerel Erdo\u011fan\u2019\u0131n g\u00fczellik al\u0131\u015fveri\u015finin d\u00f6n\u00fc\u015f\u00fcm\u00fc hakk\u0131nda payla\u015ft\u0131klar\u0131 i\u00e7g\u00f6r\u00fclere g\u00f6re: T\u00fcketiciler art\u0131k \u00fcr\u00fcn aray\u0131\u015flar\u0131nda yapay zek\u00e2 ara\u00e7lar\u0131n\u0131 kullan\u0131yor. Yapay zek\u00e2 destekli derin \u00f6\u011frenme modelleri olan LLM\u2019ler yeni arama motoru optimizasyonu olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Ak\u0131ll\u0131 markalar, yapay zek\u00e2 platformlar\u0131nda bu aramalarda \u00f6ne ge\u00e7erek fark yarat\u0131yor. <\/p>\n\n\n\n T\u00fcrkiye G\u00fczellik ve Ki\u015fisel Bak\u0131m Pazar\u0131nda G\u00fc\u00e7l\u00fc Bir Y\u00fckseli\u015f \u0130vmesi Var\u2026<\/strong><\/p>\n\n\n\n NielsenIQ T\u00fcrkiye G\u00fczellik ve Ki\u015fisel Bak\u0131m Pazar \u00f6l\u00e7\u00fcm sonu\u00e7lar\u0131na g\u00f6re, T\u00fcrkiye\u2019de parf\u00fcm ve sa\u00e7 bak\u0131m kategorileri g\u00fc\u00e7l\u00fc b\u00fcy\u00fcmesini s\u00fcrd\u00fcr\u00fcyor. 2025 y\u0131l\u0131 ciro baz\u0131nda parf\u00fcm %41, sa\u00e7 bak\u0131m\u0131 %37, kozmetik %35 ve cilt bak\u0131m\u0131 %32 b\u00fcy\u00fcme g\u00f6sterdi. Parf\u00fcmeriler ise 2025\u2019te %38\u2019lik b\u00fcy\u00fcme g\u00f6stererek, g\u00fc\u00e7l\u00fc b\u00fcy\u00fcmesini s\u00fcrd\u00fcrmeye devam ediyor. Al\u0131\u015fveri\u015f\u00e7ilerin d\u00f6rtte \u00fc\u00e7\u00fc, \u00f6zellikle a\u011f\u0131z bak\u0131m, parf\u00fcm\/deodorant ve sa\u00e7 bak\u0131m kategorilerinde yeni \u00fcr\u00fcn g\u00f6rmek istediklerini belirtiyor. En yenilik\u00e7i kategoriler ise kad\u0131n parf\u00fcmleri, \u015fampuanlar ve sa\u00e7 kremleri olarak \u00f6ne \u00e7\u0131k\u0131yor. <\/p>\n\n\n\n NielsenIQ panel verilerinde g\u00f6zlenen bu g\u00fc\u00e7l\u00fc b\u00fcy\u00fcme rakamlar\u0131n\u0131n g\u00fczellik ve ki\u015fisel bak\u0131m pazar\u0131n\u0131n y\u00fcksek potansiyelini teyit etti\u011fini belirten Didem \u015eekerel Erdo\u011fan \u201cGerek parf\u00fcmeri ve s\u00fcpermarketlerin \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131 offline kanalda, gerekse de online pazarda g\u00f6zlenen bu y\u00fcksek b\u00fcy\u00fcme rakamlar\u0131, \u00e7oklu kanal al\u0131\u015fveri\u015finde g\u00fczellik ve ki\u015fisel bak\u0131m gruplar\u0131n\u0131n ne kadar \u00f6nemli bir yere sahip oldu\u011funu ortaya koyuyor. NielsenIQ olarak, bu gruplara y\u00f6nelik yapt\u0131\u011f\u0131m\u0131z panel \u00f6l\u00e7\u00fcmlememiz ve t\u00fcketici ara\u015ft\u0131rmalar\u0131m\u0131zla, markalar\u0131n ve perakendecilerin b\u00fcy\u00fcme yolculuklar\u0131na \u0131\u015f\u0131k tutuyoruz.\u201d diye konu\u015ftu. <\/p>\n\n\n\n Evde G\u00fczellik Rutinleri Yayg\u0131nla\u015f\u0131yor\u2026<\/strong><\/p>\n\n\n\n Hanede ge\u00e7irilen zaman\u0131n artmas\u0131yla birlikte, T\u00fcrk t\u00fcketicilerinin kuaf\u00f6r ve g\u00fczellik salonu ziyaretlerini azaltt\u0131\u011f\u0131; sa\u00e7 bak\u0131m\u0131, sa\u00e7 boyama, t\u0131rnak bak\u0131m\u0131, cilt bak\u0131m\u0131, sa\u00e7 \u015fekillendirme ve epilasyon gibi i\u015flemleri evde yapmaya y\u00f6neldi\u011fi g\u00f6r\u00fcl\u00fcyor. B\u00f6ylece t\u00fcketiciler, bak\u0131m \u00fcr\u00fcnleri ve ev tipi elektrikli ki\u015fisel bak\u0131m aletleri sat\u0131n alarak tasarruf sa\u011flama yoluna gidiyor.<\/p>\n\n\n\n G\u00fczellik ve Ki\u015fisel Bak\u0131m \u00dcr\u00fcnlerinin Online Al\u0131\u015fveri\u015fteki Pay\u0131 Ortalaman\u0131n \u00dczerinde\u2026<\/strong><\/p>\n\n\n\n 2025 y\u0131l\u0131nda T\u00fcrkiye\u2019de h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde online al\u0131\u015fveri\u015f ciro pay\u0131 %9 iken, ki\u015fisel bak\u0131mdaki online al\u0131\u015fveri\u015fin pay\u0131 %23 ile h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinin olduk\u00e7a \u00fczerinde seyrediyor. Elektrikli ki\u015fisel bak\u0131m \u00fcr\u00fcnlerinin online al\u0131\u015fveri\u015fteki pay\u0131 ise %55 seviyelerinde g\u00f6r\u00fcn\u00fcyor. <\/p>\n\n\n\n G\u00fczellik Kategorisinin E-ticaretteki B\u00fcy\u00fcmesi Dikkat \u00c7ekiyor\u2026<\/strong><\/p>\n\n\n\n Yine \u00fclkemizde sa\u00e7 bak\u0131m\u0131, parf\u00fcm ve makyaj sekt\u00f6rleri online al\u0131\u015fveri\u015fte ki\u015fisel bak\u0131m ortalamas\u0131n\u0131n \u00fczerinde b\u00fcy\u00fcme g\u00f6steriyor. G\u00fczellik kategorilerinin e-ticaret performans\u0131nda %51\u2019lik b\u00fcy\u00fcme g\u00f6ze \u00e7arp\u0131yor. Bu kategorinin alt ba\u015fl\u0131klar\u0131na bak\u0131ld\u0131\u011f\u0131nda; parf\u00fcmde (%67), sa\u00e7 bak\u0131mda (%55), makyajda (%53) ve cilt bak\u0131mda (%50) art\u0131\u015f g\u00f6r\u00fcl\u00fcyor. Ki\u015fisel bak\u0131m ve sa\u011fl\u0131kl\u0131 ya\u015fam kategorilerinde, 2025 y\u0131l\u0131nda online al\u0131\u015fveri\u015fte en h\u0131zl\u0131 b\u00fcy\u00fcyen 10 alt kategori aras\u0131nda; vitamin ve g\u0131da takviyeleri (%95), sa\u00e7 k\u00f6p\u00fc\u011f\u00fc (%77) t\u00fcy d\u00f6k\u00fcc\u00fc kremler (%73), du\u015f jelleri (%70), sabun (%68), \u015fampuanlar (%68) ve parf\u00fcmler (%67) ile ilk s\u0131ralarda yer al\u0131yor. \u00d6zellikle vitaminlerdeki bu y\u00fckseli\u015f, \u00f6nleyici sa\u011fl\u0131k trendinin y\u00fckseli\u015fini destekliyor.<\/p>\n\n\n\n G\u00fczellik Al\u0131\u015fveri\u015f\u00e7isi \u0130\u00e7eri\u011fin Pe\u015finde\u2026<\/strong><\/p>\n\n\n\n Art\u0131k t\u00fcketiciler, sosyal medyan\u0131n etkisiyle kozmetik \u00fcr\u00fcn i\u00e7erikleri konusunda \u00e7ok daha bilin\u00e7li hale geliyor. Ayn\u0131 zamanda cilt tiplerine \u00f6zel i\u00e7erik bar\u0131nd\u0131ran hibrit \u00fcr\u00fcnlere y\u00f6nelerek, tek bir \u00fcr\u00fcnden \u00e7oklu fayda sa\u011flamay\u0131 tercih ediyor. \u0130\u00e7erik \u00fcreticileri, uzman g\u00f6r\u00fc\u015fleri ve yapay zek\u00e2 destekli bilgi ak\u0131\u015f\u0131 sayesinde t\u00fcketiciler; \u00fcr\u00fcnlerin i\u00e7eri\u011fini analiz edebilen ve kendi ihtiya\u00e7lar\u0131na g\u00f6re de\u011ferlendirebilen bir noktaya ula\u015ft\u0131. T\u00fcketicilerin %76\u2019s\u0131 ki\u015fisel bak\u0131m al\u0131\u015fveri\u015flerinde i\u00e7erik bilgisine \u00f6nem verirken, en \u00e7ok tercih edilen i\u00e7erikler ise kolajen (%69) ve keratin (%50) olarak \u00f6ne \u00e7\u0131k\u0131yor. Bu d\u00f6n\u00fc\u015f\u00fcm, kozmetik al\u0131\u015fveri\u015flerinde marka alg\u0131s\u0131n\u0131n yan\u0131 s\u0131ra, i\u00e7erik odakl\u0131 ve g\u00fcven temelli yeni bir d\u00f6nemi de beraberinde getiriyor. <\/p>\n\n\n\n Bu e\u011filim yaln\u0131zca kozmetikle s\u0131n\u0131rl\u0131 kalmay\u0131p vitamin ve g\u0131da takviyelerine de yans\u0131rken, D vitamini, C vitamini ve magnezyum, t\u00fcketicilerin ajandas\u0131nda en \u00e7ok tercih edeceklerini beyan ettikleri ilk \u00fc\u00e7 takviye aras\u0131nda yer al\u0131yor.<\/p>\n","protected":false},"excerpt":{"rendered":" T\u00fcketici zek\u00e2s\u0131 alan\u0131nda global lider NielsenIQ, g\u00fczellik ve ki\u015fisel bak\u0131m trendlerine ili\u015fkin i\u00e7g\u00f6r\u00fclerini sekt\u00f6rle payla\u015ft\u0131. NielsenIQ, detayl\u0131 \u00f6l\u00e7\u00fcmlemesini ger\u00e7ekle\u015ftirdi\u011fi bu kategorilerin T\u00fcrkiye ve globalde sahip…<\/p>\n","protected":false},"author":6,"featured_media":9579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_customify_content_layout":"","_customify_sidebar":"","_customify_page_header_display":"default","_customify_disable_header":"","_customify_disable_header_top":"","_customify_disable_header_main":"","_customify_disable_header_bottom":"","_customify_disable_page_title":"","_customify_disable_content_vertical_padding":"","_customify_disable_footer_top":"","_customify_disable_footer_main":"","_customify_disable_footer_bottom":"","_customify_breadcrumb_display":"","_customify_header_transparent_display":"","footnotes":""},"categories":[28],"tags":[],"class_list":["post-9578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arastirma"],"_links":{"self":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/9578","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/comments?post=9578"}],"version-history":[{"count":1,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/9578\/revisions"}],"predecessor-version":[{"id":9580,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/9578\/revisions\/9580"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/media\/9579"}],"wp:attachment":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/media?parent=9578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/categories?post=9578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/tags?post=9578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}