Beauty is a global product – with little tweaks that suit the preference of locals in different regions. Successful brands within the industry understand the uniqueness of every group of consumers and try to meet them in style, and sensitivity. Hence the description, marketing, vocabulary, copywriting, etc. for every product must deliver the right message. And so, every brand within the beauty industry that seeks to expand internationally to a diverse population must understand the essence of translation to this cause.
Photo by Karly Jones on Unsplash
How the translation industry is vital to the beauty industry
A lot of marketing and information is involved in selling products and services in the beauty industry and because of its global reach. Employing the right translation services helps the beauty industry thrive in different ways.
1. Satisfy the legal requirements: Every state has its unique legal requirements for brands within the industry and to be able to reach different states, you must get acquainted with their specific requirements. Also, there is a need to present your product in an appropriate way that aligns with the legal requirements for that state.
2. Marketing and style: Naturally the beauty industry sells style, and this is present in marketing and advertisement of products. Hence, translation services can provide insights into effective styles of the beauty industry within a context that can be used for the marketing of the product.
3. Suit cultural needs: culture differs geographically from people’s history, socio-cultural realities, religion, and even political norms. These things reflect how certain concepts and words are interpreted as well as the things they seek out. Breaking into the international market demands you to understand the cultural context of that market and you to be able to operate and communicate within these realities. Translation service takes time to decode the culture of people to understand how to market and communicate.
Curious fact: read this article about fashion retailer Mango and an example of non localised translation. A necklace called Style Esclave, which translated from French as slave style, was wrongly named due to a translation error and has since removed the name of the collection from its French e-tail site leaving the collection unnamed.
4. Localization: The importance of localization cannot be overemphasized in beauty because customers seek out brands according to the trends, preferences which often stem from their unique understanding of beauty. And so while the term age-defying might sell in a context, another context might prefer the term ‘youthful’. Understanding this and translating with localization might be the difference between brands who succeed in breaking into the international market and those who fail.
5. Language translation: Very often we see top cosmetics carry texts in multiple languages to suit particular people. This method gets rid of the language barrier of a foreign market that would otherwise impede sales.
How to find the right translator for your beauty brand
Picking out a right translator that can cater to the specifics of the beauty industry depends on several things. You need someone familiar with the daily language of the local people. You need a brand that is acquainted with the industry’s needs in different geographical locations. Then you need a proficient translation company that possess the required skill and expertise.
” TranslationsInLondon understands the importance of translation to the beauty industry, we tackle every job with dexterity and a meticulous approach. “
- We select a linguist native in target language with expertise in beauty, style, needs, and emotions of the people in that sector.
- We employ a second native linguist to check that every translated content sits well with locals and complies with the legalities of that state. 4 eyes are better than 2!
- We understand style and the need for aesthetics in the beauty industry, and every one of our translations is unique and creative.
In summary, as success in the beauty industry involves expanding outside of the local market, brands must be prepared to interact with the target audience. To this effect, the product, as well as the communication of said products, must be done efficiently to suit a unique international audience. This means more than just translation to a different language, it involves localization, expertise in the industry as well as skill. The best translator for the job is one that combines style, skill, and dexterity in the translation process just like us at TranslationsInLondon