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

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