Global Fashion is a Romanian brand of professional nail products: over 1,500 products in the catalogue and over 9,000 listings on eMAG Romania. The product pages were short plain text with no graphics, and almost no colour of gel polish or nail drill was linked into a variant family. In two weeks we built three graphic description templates by product type, described 28 products with them and linked 188 variant families across 810 listings. The collaboration continues: we keep adding variant families and templates for the next product types.
Project for the brand
Global Fashion is a Romanian brand of professional nail products - gel polishes, base and top coats, builder gels, nail drills and handpieces, lamps, salon equipment. Over 1,500 products in the brand catalogue and over 9,000 listings on eMAG Romania.
The account audit found product pages that were short plain text with no graphics - the descriptions on the brand's website are marketing, not parameters. Characteristics were sparse and partly wrong, titles did not contain the phrases people search for, and the main images of some products had been replaced with AI-generated graphics showing wrong parameters.
The biggest gap: almost the whole catalogue without variant families - 59 of 6,551 listings in families, which is under 1%; in five analysed categories, 96-100% of listings sat outside families. Every colour of polish or nail drill was a separate page, reviews did not add up, and the shopper saw no colour choice.
Polishes, bases and gels got a light layout, nail drills, handpieces and accessories a dark one, lamps and salon equipment a warm ivory. The template knows the product type: the comparison of the drill range or of desk lamps appears only where it makes sense, and the description grows and shrinks with the number of photos - from one to twenty. Typography chosen for reading on a phone.
Every page has fixed sections matched to the product type: a comparison of the brand's models with the one the shopper is viewing highlighted ("Gama de modele"), features with photos, "Cum se folosește" in four steps, "Date tehnice" and a footer recommending products from the same range - the lamp next to the nail drill, files next to the gel. One page shows the shopper the rest of the catalogue before they go back to the search results.
All product photos from the brand's gallery, each at the full width of a phone screen. We filtered out photos of other models - one nail drill had 9 of 11 gallery photos showing a different model - and the manufacturer's infographics with text served as a source of facts and the closing of the gallery.
From eMAG suggestions and Google Keyword Planner for Romania: "freză unghii" - 9,900 searches a month, "lampă unghii" and "gel unghii" - 6,600 each, "pilă electrică unghii" - 3,600. The main phrase at the start of the title, every word backed by the source.
68 new characteristic values - from 227 to 295 filled fields across 28 products - and wrong values removed, such as box dimensions entered as product dimensions. The product type set so that listing filters work: lamps as "Lampă UV", nail drills as "Pilă electrică", bases and tops as "Tratament unghii" instead of "Dizolvant".
A pilot on one page and a 24-hour test that nothing overwrites it, then 24 pages at once. Every send goes into the update log: we compare what we sent with the public page after an hour and after a day, and match the fix to the error. Result: 26 of 28 pages with new documentation accepted by eMAG, two on hold for reasons unrelated to the content.
An analysis of the whole catalogue - 9,085 listings - pointed to 364 series to link by colour, shade code or grit. A pilot on a handpiece in four colours, then two runs: 188 families and 810 listings linked and visible on eMAG. A further 203 series (949 listings) already have the variant attribute saved and are waiting in the schedule - about 40 families a month, in order of sales. The collaboration continues: we link the next series according to the schedule, and new templates are being built for the next product types.
One page per template: a nail drill, a lamp and a builder gel. Scroll each page the way a shopper sees it on a phone.
Six frames - click to enlarge. The content is in Romanian, because that is how the shopper reads it on eMAG. The last three are screenshots of live pages on emag.ro: variant families and the description in the "Descriere" section.
This is one example. The scope and format of the materials depend on the category and the market - we discuss the details case by case.
One template per category, not per account. A polish, a nail drill and a lamp need different sections and a different layout - the template has to fit the product type, not be one pattern for everything.
Characteristics and product type are visibility in the filters, not a formality. A listing with the wrong product type drops out of the listing filters - a shopper who narrows the results to UV lamps will never see it.
Variant families are the cheapest visibility gain in a catalogue with many colours. Reviews add up, and the shopper picks the colour on one page instead of hunting for it among separate listings.
"Sent" does not mean "accepted". eMAG can accept a send and then quietly roll back part of the changes - without a pilot and a check after an hour and after a day, you do not know what the shopper really sees.
A title is the phrases people search for, not a description of the build. "Freză unghii" gets 9,900 searches a month - that is where the title starts.
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