Notino’s Trend-Powered Path to 40% New Customers

We created a weekly content engine that turns beauty trends into high-performing campaign assets.

We started by understanding what beauty shoppers actually care about each week. We scanned editorial headlines in beauty and fashion media, monitored Google Trends and autocomplete signals in the Croatian market, tracked Reddit threads and community forums around skincare routines and ingredient hype, and analyzed YouTube search and influencer trends. Weekly trend reports highlighted the top three to five content opportunities based on topic momentum, search volume uplift, consumer intent alignment, and gaps in existing content coverage.

Once we identified the trends, we built inspirational content that connected them to products. Each week, we created landing pages built around trending themes like "Skincare for Changing Weather" and "Autumn Fragrance Edit," Meta ad creatives that paired products with beauty trends, and conversion-focused messaging adapted to different beauty shopper profiles. This always-on rhythm helped Notino engage customers around what was already top of mind instead of forcing product-first narratives.

The weekly content system delivered consistent customer acquisition:

• 40% of all visitors to trend-based content were first-time customers
• improved engagement across Meta and on-site
• stronger creative alignment with seasonal and search-driven demand
• faster creative turnaround with weekly production cadence over 3 months

These numbers proved that meeting customers where they already are - in the trends they're searching and watching - outperforms generic product promotion.