An affordable-premium cosmetics brand serving two regulatory regimes - Romanian and Bulgarian - with mandatory EUR currency in BG, distinct compliance rules, fabricated award claims (KZP consumer-protection risk) and 1,771 SKUs to feed.
The strategic frame every angle traces back to - the villain we name, the mechanism that beats it, and the proof no competitor can copy.
Fabricated 'world award' claims (KZP consumer-protection risk) + dual-regulator compliance complexity + 1,771-SKU feed sprawl
Compliance-first launch on 5 pillar keywords + 5 design-system versions on a 6-week cadence
Two countries on one account architecture with locked currency, locked naming and locked GA4 segmentation per geo
Audit flagged fabricated '7+ world awards' and 'Mascara of the Year' claims (KZP risk in Bulgaria). All removed Feb 2026. BG market locked to EUR (mandatory Jan 2026 client order). 'NL Beauty' enforced in brand-name spelling across both markets.
Account anchored on ruj (60,500/mo, opportunity 95), mascara (33,100/mo, opp 92), balsam de buze (8,100/mo, opp 88), acid hialuronic (18,100/mo, opp 85), creion ochi (2,400/mo, opp 82). Five keywords, five intent clusters, one playbook per cluster.
Eight PMax campaigns across the Romanian market - one each for lipsticks, two for eye makeup, plus dedicated glosses, lip balms, skincare hydration and a hero Masterpiece Glow campaign. Bulgaria launches against the same architecture once the feed validates.
Pre-refresh checkpoints on 2026-04-30, 2026-05-01 (×2) and 2026-05-18 - five design-system iterations in eight weeks against fast-rotating beauty trends. Editorial-v1 is the live system; the rest sit as roll-back snapshots.
Five keywords (ruj, mascara, balsam de buze, acid hialuronic, creion ochi) - opportunity scores 82–95 across the cluster. No single-keyword dependency.
11,406 verified 5-star reviews, 500,000+ satisfied customers, 2M+ products sold - hardened against the fabricated-claim audit; every number is sourceable.
Separate GA4 properties per geo, separate Google Ads customer IDs and separate language compliance regimes - no cross-contamination between Romanian and Bulgarian markets in analytics, attribution or copy review.