Ata 2009 presentation

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  • 1. Transforming Science into Dreams:Marketing Translations for the Beauty Care and Makeup Industry
    by Agnes Meilhac
    www.beautyterm.com
  • 2. The cosmetics industry is today a multibillion worldwide market that prides itself on scientific innovation.
  • 3. As a translator, you will be helping sell cosmetic productsacross international boundaries and cultural barriers.
  • 4. In your job, you will wear two hats:combining scientific research and marketing tools to recreate a specific jargon.
  • 5. Your goal: to have the skills to handle creative marketing translations that convey scientific messages.
  • 6. Learn crucial information to understand the dual demands placed on marketing translators working for the cosmetics industry.
  • 7. Study the market and conduct ongoing market intelligence
    Research existing products and their marketing strategies
    Understand consumer behavior and trends
  • 8. Timeline
  • 9. Global Overview: The Cosmetics Industry Today
  • 10. Market Structure and Size
    Europe, US, China, Japan market sizes, retail sales price, 2006, total market €136.2 billion
  • 11. Top 10 Global Cosmetics Companiesrepresent 55% total market sales
  • 12. An industry geared toward exports
    Size of exports in € by country relative to the size of the domestic market (2006)
  • 13. Cosmetics Industry: R & D and Innovation
    Progression in the number of patents published
    Source: European Patent Office (EPO)
  • 14. 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
  • 15. 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
  • 16. 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…
  • 17. Types of translations:
    Market research
    Clinical studies Product launch files
    Scientific dossiers
  • 18. For a complete copy of the presentation including translation examples, please contact:
    www.beautyterm.com
  • 19. Study the market and conduct ongoing market intelligence
    Research existing products and their marketing strategies
    Understand consumer behavior and trends
  • 20. 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 ?
  • 21. Product Claims and Regulations
    “…réduit les rides…”
    “…reduces wrinkles…”
    “…reduces the appearance of wrinkles…”
  • 22. Product Categories
    => dual purpose sector on the rise: moisturizing cleansers, anti-aging body care (not just face), anti-wrinkle sun care
  • 23. Marketing Rules All in a World of Glamour
    Package
    Position
    Price
    Product
    Advertising
    Display
    Sales
  • 24. 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
  • 25. 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)
  • 26. Types of translations:
    Fact sheets
    Sales pitches / presentations
    Training manuals...
    Launch kits
    Press releases
    Press kits
    Announcements
    Packaging (labels, inserts)
  • 27. For a complete copy of the presentation including translation examples, please contact:
    www.beautyterm.com
  • 28. Study the market and conduct ongoing market intelligence
    Research existing products and their marketing strategies
    Understand consumer behavior and trends
  • 29. Advertising over sales ratio
    Cosmetic advertising expenditure = $2.2 bn (2005)
    Advertising / sales ratio across different industries in the US (2005)
  • 30. Profiling
  • 31. 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
  • 32. The 21st century
    Men’s care
    Teen skin care
    Cosmeceuticals / natural cosmetics
    Ethnic skin care
    Multi-functional products
    Anti-aging care
  • 33. Types of translations:
    Questionnaires
    Opinion surveys
    Mailings
    Web sites
    Ad copy...
    Brochures
    Leaflets
    Inserts
    Catalogues
  • 34. For a complete copy of the presentation including translation examples, please contact:
    www.beautyterm.com
  • 35. Conclusion
    Constant change and development
    Growth
    Innovation
    Fun, fun, fun!!!
  • 36. 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/