StrategyEcommerceKosmoprof: an IdoSell store put in order and promotions for salons, without changing platforms
3brands in one store
Results
The effect: more store visits and more purchases. I don’t have confirmed numbers from that period, so instead of percentages I show exactly what I changed. The store is in Polish.
Five areas, one store on IdoSell
Kosmoprof distributes the professional cosmetics brands Selvert Thermal, Intraceuticals and Marzia Clinic. Most buyers are beauty salons and spas, including through the online store. Moving the store to another platform would have cost more and taken longer, so I did all the work in the existing IdoSell store. Below, each area separately: where it started and what I did.
Five ways to a product instead of a list of brands
5ways to search: brand, product type, skin type, effect and ingredient
Before
- The menu grouped products only by brand, so customers had to know what they were looking for.
- Some categories were empty or duplicated.
- There was no way to narrow the list by skin type or effect.
What I did
- A new menu: brands, product type, skincare by skin type, effect and ingredients.
- Empty and duplicate categories removed.
- Filters by brand, skin type and effect.
- Category descriptions, for example for skin with visible capillaries, recommending a specific product.
Descriptions that answer customers’ questions
5fixed parts in every description, from benefits to FAQ
Before
- Product descriptions didn’t answer customers’ questions.
- Search engines had nothing to work out what a product was for.
What I did
- Key benefits at the start of the description.
- Active ingredients, with an explanation of what they do for the skin.
- Who it’s for and when: skin types and how to use it.
- Questions and answers under the product.
- 01Key benefitstones, soothes, hydrates
- 02Active ingredientswhat each ingredient does, e.g. bitter orange hydrosol strengthens capillaries
- 03Who it’s for and whendry, dehydrated, young and mature skin
- 04How to usestep by step, with links to products from the same line
- 05Questions and answersan FAQ with customers’ questions
A product page that leads to the cart
1 screenname, benefit, price and button visible right away
Before
- The key information and the buy button got lost in the page layout.
- Customers didn’t see products that matched what they were looking at.
What I did
- A new page layout: name, a short benefit, price and button at the top.
- Related and complementary products from the same line.
Promotions for salons and spas, from idea to graphics
6promotions in February 2025 alone
Before
- Salons and spas had to be kept regularly informed about promotions for three brands.
What I did
- Facebook and Instagram campaigns, mainly for salons and spas.
- A promotion calendar: every promotion with validity dates, brands taking turns.
- Posts and graphics for social media.
- A partner promotion with Holiday Park: salons, spas and online stores that bought Selvert Thermal sets above a set amount received a stay voucher.
Creatives from February 2025, in Polish. I made all of them myself: idea, copy and graphics.
February 2025promotion calendar
- Holiday Parkfrom Jan 1
- Marzia Clinic1–10
- Intraceuticals ×211–18
- Selvert Thermal ×219–28
A newsletter for salons on a steady rhythm
1 templatefor every brand: Kosmoprof logo, promotion and validity dates
Before
- Promotions had to reach salons regularly and in a consistent format.
What I did
- A newsletter template in MailerLite with the Kosmoprof logo, menu and footer.
- Copy and graphics for every send: promotion, products and validity dates.
- Regular sends following the promotion calendar.
- The same promotion in the newsletter, on Facebook and on Instagram.
Hover over a newsletter to scroll it.
Six months, from audit to newsletter
- Late 2024Audit and plan
A review of the store, content and structure. A list of changes by impact.
- Early 2025Menu, categories and descriptions
A new menu, filters, category and product descriptions, and the product page layout.
- February 20256 promotions in one month
Promotions for three brands and the Holiday Park partner promotion.
- June 2025Newsletters
Selvert Thermal and Marzia Clinic promotions for salons.
- Mid 2025End of the engagement
The store keeps the new menu, descriptions and newsletter template.
What I learned
- The platform isn’t always the problem
The menu, descriptions and product page could all be put in order in IdoSell without a migration. Before I recommend changing platforms, I check what can be done on the current one.
- Customers search by problem, not by brand
Someone with visible capillaries looks for a product for their skin, not for a product line name. That’s why the menu has five ways to a product.
- A description answers a question
Benefits, ingredients, who it’s for and how to use it: the same structure in every description helps both the customer and the search engine.
- One calendar for every channel
The same promotion in the ad, the post and the newsletter, with the same dates, is clearer for a salon.
Tools
- IdoSell
- Meta Ads
- Facebook and Instagram
- MailerLite
- SEO and content