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Ata 2009 presentation
 

Ata 2009 presentation

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    Ata 2009 presentation Ata 2009 presentation Presentation Transcript

    • Transforming Science into Dreams:Marketing Translations for the Beauty Care and Makeup Industry
      by Agnes Meilhac
      www.beautyterm.com
    • The cosmetics industry is today a multibillion worldwide market that prides itself on scientific innovation.
    • As a translator, you will be helping sell cosmetic productsacross international boundaries and cultural barriers.
    • In your job, you will wear two hats:combining scientific research and marketing tools to recreate a specific jargon.
    • Your goal: to have the skills to handle creative marketing translations that convey scientific messages.
    • Learn crucial information to understand the dual demands placed on marketing translators working for the cosmetics industry.
    • Study the market and conduct ongoing market intelligence
      Research existing products and their marketing strategies
      Understand consumer behavior and trends
    • Timeline
    • Global Overview: The Cosmetics Industry Today
    • Market Structure and Size
      Europe, US, China, Japan market sizes, retail sales price, 2006, total market €136.2 billion
    • Top 10 Global Cosmetics Companiesrepresent 55% total market sales
    • An industry geared toward exports
      Size of exports in € by country relative to the size of the domestic market (2006)
    • Cosmetics Industry: R & D and Innovation
      Progression in the number of patents published
      Source: European Patent Office (EPO)
    • What Innovation?
      Waterproof mascara that does not run
      Anti-dandruff shampoos
      Face powder that eliminates shiny skin
      Light-reflecting pigments concealing shadows under the eyes
      Sun creams (protection against harmful UV rays)
      Self-tanning products
    • Innovation: from Science to Language
      Consumers do not buy the product, they buy benefits.
      action + results
      moisturizer
      crepiness
      Botox-like
      cosmeceuticals
      de-age, de-wrinkle
      Myo-aging
      Compounds:
      body-enhancing, lipids-replenishing
      skin -tensing
      stem cells
      growth factor
      DNA
      cellular damage
      free radicals
      keratinization
      dehydration
      exfoliation
      pro-age
      pro-youth
      youth-preserving
      image-extending
      youth extending
      vs.
      -anti-wrinkle, anti-aging, anti-free radical
    • Action + Results: verbs + verbal adjectives
      “Up” and “down” verbs:reduce, diminish, attenuate, minimize, lessen, decrease – boost, enhance, optimize, improve, energize, etc.
      Verbs with the prefix –re(intention to produce a better result): restructure the intercellular cement, replenish moisture reserves, renew collagen fibers, rejuvenate, reactivate the skin’s repair process, retexturize / refinish the skin’s surface, refine the skin’s texture, redistribute, regenerate damaged cells, rebalance deep hydration, redesign
      Participal / verbal adjectives (same form as the participle of a verb)
      -ing (properties/benefits -> ACTION delivered by the ingredients:relaxing, stimulating, invigorating, exfoliating, nourishing, deep-cleansing, brightening, whitening + COMPOUND forms: skin-lifting, pore-clarifying…
      -ed (BEAUTY RESULTS -> how skin looks / feels / appears:relaxed, stimulated, reinvigorated, exfoliated, lifted, plumped up, enhanced in appearance, replenished…
    • Types of translations:
      Market research
      Clinical studies Product launch files
      Scientific dossiers
    • For a complete copy of the presentation including translation examples, please contact:
      www.beautyterm.com
    • Study the market and conduct ongoing market intelligence
      Research existing products and their marketing strategies
      Understand consumer behavior and trends
    • What are cosmetics?
      C O S M E T I C S
      D R U G S
      C O S M E C E U T I C A L S ?
    • Product Claims and Regulations
      “…réduit les rides…”
      “…reduces wrinkles…”
      “…reduces the appearance of wrinkles…”
    • Product Categories
      => dual purpose sector on the rise: moisturizing cleansers, anti-aging body care (not just face), anti-wrinkle sun care
    • Marketing Rules All in a World of Glamour
      Package
      Position
      Price
      Product
      Advertising
      Display
      Sales
    • Distribution channels / retailing
      Mass distribution
      Direct sales
      EU
      Online retailers
      Specialized distribution
      Department stores
      Supermarket /
      drug store chains
      Pharmacy sales
      Mass merchandisers
      Direct selling
      US
      Specialty stores
      TV shopping /
      infomercials
      Spas / salons
    • Sales Method
      1950s - 1960s: personalized service
      1970s - 1980s: self-serve merchandising
      1990s - 2000s: return to service and specialization (personalized selling and ‘in-store experience)
      Welcome
      Probe / diagnose
      Prescribe / suggest / recommend
      Present / demonstrate
      Problem solve (handle objections)
      Purchase (close sale)
      Promote (sample)
    • Types of translations:
      Fact sheets
      Sales pitches / presentations
      Training manuals...
      Launch kits
      Press releases
      Press kits
      Announcements
      Packaging (labels, inserts)
    • For a complete copy of the presentation including translation examples, please contact:
      www.beautyterm.com
    • Study the market and conduct ongoing market intelligence
      Research existing products and their marketing strategies
      Understand consumer behavior and trends
    • Advertising over sales ratio
      Cosmetic advertising expenditure = $2.2 bn (2005)
      Advertising / sales ratio across different industries in the US (2005)
    • Profiling
    • Past Trends – Still Current
      1970’sAscorbic acidin anti-aging care
      1980’s Advent ofcell renewal concerns
      Introduction ofRetinoids / Retinol
      Foundations & moisturizes with added sunscreensto ‘prevent premature aging’
      1990’s Arrival ofAHA’s (=> facial peels)
      Introduction ofAntioxidants (=> combat free radicals)
      Enzymes andVitaminscenter stage towards the end of the decade
      The Cellulite Solution: 1986
    • The 21st century
      Men’s care
      Teen skin care
      Cosmeceuticals / natural cosmetics
      Ethnic skin care
      Multi-functional products
      Anti-aging care
    • Types of translations:
      Questionnaires
      Opinion surveys
      Mailings
      Web sites
      Ad copy...
      Brochures
      Leaflets
      Inserts
      Catalogues
    • For a complete copy of the presentation including translation examples, please contact:
      www.beautyterm.com
    • Conclusion
      Constant change and development
      Growth
      Innovation
      Fun, fun, fun!!!
    • The Business Of Beauty
      Cosmetics Retailing
      by Debbie Purvis
      A Study of the European Cosmetics Industry
      Prepared for: European Commission, Directorate General for Enterprise and Industry
      Prepared by: Global Insight, Inc.
      October 2007
      Web resources:
      Global Cosmetic Industry Magazine: http://www.gcimagazine.com/
      Cosmetics Design (North America): http://www.cosmeticsdesign.com/
      Cosmetics Design (Europe): http://www.cosmeticsdesign-europe.com/
      Premium Beauty News: http://www.premiumbeautynews.com/