The beauty industry is an industry of sensations, where evocation plays a major role. Specialised cosmetics translation is a must to describe scents and textures that make the reader imagine how the product feels on their skin, how it will benefit and improve their appearance, their soothing or energising effects… This requires a special ability with language, using suggestive wording in a way that takes the reader on an irresistible journey to wellbeing, but that is not all. Let’s see what else is needed to turn words into sales for your cosmetics brand.
Beauty and Cosmetics—a Growing Industry
The beauty market—defined as skincare, fragrance, makeup, and haircare—is growing year by year in all categories. According to a report by McKinsey & Company, the cosmetics sector is expected to reach a revenue of around $580 billion by 2027. The landscape is going to become even more competitive, so now more than ever, differentiation is crucial to build a loyal consumer base that keeps buying from you. Especially when 42% of people enjoy trying new brands, as per the aforementioned report. So, what can you do about this?
An Adequate Branding and Marketing Strategy
As I am sure you know, it is essential to build a strong brand identity that resonates with consumers. This entails developing a compelling brand story, leveraging distinctive visual elements, and communicating a clear value proposition. But that’s not all—an effective marketing strategy that encompasses both traditional and digital channels is key, making use of social media platforms, influencer partnerships, and immersive experiences to cater for the evolving preferences and values of new consumer generations. This obviously involves creating content consistently with your unique voice, adapting it to each of the channels you use—and that is where cosmetics translation services come into play.
How Cosmetics Translation Helps Your Business
At this point, you have probably worked hard to establish your branding strategy, your tone of voice, and the kind of message you want to send to your audience. If you are ready to target new markets, professional cosmetics translation services are the way to go for a number of reasons.
Industry Knowledge
Linguists who are specialised in the beauty industry tend to be users and consumers of cosmetic products. They are used to research, they know what kind of products are there and have probably tried them. This means they will understand your content and will be able to convey the meaning properly. Also, in my personal case, the fact of combining this with my medical specialisation means I understand the product’s mode of action—say, sun lotion— from a biological and physiological point of view, and can explain it to your Spanish audience in an easy way.
Terminology Knowledge
Translators specialised in the beauty and well-being industries are familiarised with the specific terms used. For example, they are acquainted with INCI lists and are aware of the difference between “hydration” and “moisturisation” in the skin care context. Also, localising keywords properly is crucial to reach your foreign markets.
Linguistic Analysis
As opposed to machine translation, a human linguist is able to get a grasp of your unique tone of voice and convey it in the target language, considering aspects such as the level of formality, the use of active/passive sentences, the use of adjectives, the use of word plays… All the things that make your style your own. This ensures that your brand essence is kept across languages and markets, instead of having “plain” content with a default style.
Creativity
Professional cosmetics translation applies a creative approach in order to entice your target audience, connecting with users on a deeper level. The aim is for your content to seem originally written in the target language, and this requires dedicating extra time and care.
Cultural Localisation
Understanding local beauty rituals and trends is essential for effective branding. By incorporating elements that align with local practices, you can create a sense of familiarity and relevance for customers.
Marketing Knowledge
By working with professionals who possess expertise in both marketing and cosmetics translation, you can ensure that your brand message is effectively communicated to customers worldwide. At TransLABtion, we can craft compelling content that resonates with your audience, driving engagement and sales, adapting it to several materials or formats, such as:
- Your website
- Face product descriptions
- Hair product descriptions
- Make-up product pages
- Beauty routine brochures
- Spa descriptions
- Video presentations
- Advertising campaigns
- Press releases, blog posts and emails
As you can see, professional cosmetics translation services allow you to communicate your brand’s unique selling points, such as cruelty-free, organic, or vegan certifications, to your international audience. This can help you attract like-minded consumers who prioritise ethical and sustainable beauty choices.
Challenges in Cosmetics Translation
Translating cosmetics content involves more than simply substituting words from one language to another. There are several challenges that arise when undertaking cosmetics translation, including linguistic, cultural, and industry-specific hurdles.
- Linguistic challenges: As we have said, these involve finding the right terminology that conveys the intended meaning in the target language. But, also, the beauty industry is constantly evolving, with new trends, ingredients, and technologies emerging. Translators must stay up-to-date with these changes to accurately convey the latest developments in the target language.
- Cultural challenges: These are also significant when it comes to cosmetics translation. Different cultures have varying beauty standards, preferences, and rituals. Translators need to be aware of these nuances and adapt the content to resonate with the target audience. For example, product descriptions that emphasise sun protection may be more appealing to customers in sunny climates, whereas moisturising properties may be more relevant in drier regions.
- Industry challenges: Another thing to consider in cosmetics translation is the need to ensure compliance with local regulations and requirements. Each country may have specific labelling and ingredient disclosure guidelines that must be adhered to. Translators must understand these regulations and accurately translate the necessary information to meet legal obligations.
A professional specialised in cosmetics translation has the relevant knowledge, expertise and tools to proficiently overcome these challenges so that your brand shines around the world.
Harnessing the Power of Expert Cosmetics Translation
In today’s global beauty industry, specialised cosmetics translation is key to reaching your international audience, establishing trust, and ultimately driving sales. By investing in accurate and culturally-sensitive translations, you can effectively communicate your brand’s unique selling points, capture the attention of potential customers, and build long-lasting relationships.
From translating product descriptions and ingredient lists to adapting marketing and branding strategies, every aspect of cosmetics translation plays a crucial role in your brand’s success. By working with professional cosmetics translators who possess expertise in both language and the beauty industry, you can ensure that your translations are accurate, compelling, and resonate with your target audience.
At TransLABtion, we help you harness the power of effective cosmetics translation to break through language barriers, establish a strong international presence, and turn words into sales. And if you need us to write original content, subtitle your videos or record a voice-over for them, that is no problem—communication is what we do best, in any of its forms. Feel free to get in touch if you would like to work with us.
Yours,
Almudena
