Tag Archives: beauty and cosmetic translation solutions

MEET OUR CLIENT: Skyn ICELAND

SOLUTIONS FOR STRESSED SKIN

It will be hard to find another client with a mantra more in tune with our beliefs.  Skyn Iceland’s genesis and purpose are so much like our own that we feel a particular kinship with their entire concept.  And we believe that nowadays every woman out there is likely to appreciate the brand’s healing philosophy behind its products.

ICELANDSkyn ICELAND was born from a life-changing mission to treat and alleviate the effects of stress on skin while promoting a stress-free life full of balance, health and wellness.  The company’s founder, Sarah Kugelman, transformed her own experience of stress, which left her hospitalized, with a weakened immune system, into a personal journey to find harmony between inner and outer beauty.  That journey took her quite literally to Iceland, a pure, pristine place of great beauty and peace, whose people impressed her with their incredible longevity and vibrant, healthy skin.

Having chosen a career in a fast-paced environment where deadlines are forever looming over our heads, we too have each had our share of work-related stress.  And illness.  That’s why we also recognize and can personally attest to the tremendous impact of stress on internal health.  Our goals are therefore very much in alignment with Skyn Iceland’s.

We work daily to maintain a pleasant, stress-free and wholesome working environment that promotes respectful relationships with our clients, collaborating linguists and writers alike.  We value kindness and consideration, politeness and good manners.  We stand for fairness, honesty and integrity. And we love having healthy-looking skin!

SKYN ICELAND

Take the Skyn ICELAND job stress test!

I scored: 37.  A great accomplishment but, believe it or not, a few years back this score would have been through the roof!

“How do you do it? Surely you live in some pastoral setting with no phone, no computer and minimal obligations. Or is it possible you’ve simply trained yourself to let things go and focus on what’s important in life? We bet you eat well and drink lots of water, exercise regularly, get enough rest, and make time for friends and family, right? Bravo! Now just round out your amazing lifestyle with Glacial Face Wash and the ANTIDOTE Quenching Daily Lotion and you will be our hero!”

MEET OUR CLIENT: Naobay

Eco-chic and eco-conscious Naobay – which stands for ‘Natural And Organic Beauty And You’ – is one of our favorite brands (and clients).

naobay range

The family-founded business based in Valencia, Spain makes skincare and bath products almost entirely out of natural biodegradable ingredients (no GMOs or plants grown with synthetic fertilizers or ionizing radiation. All products are also free of parabens, petrochemicals, silicone, formaldehyde, and other compounds that research suggests might pose a health risk.

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In keeping with brand philosophy, the packaging is made from recycled or recyclable materials from sustainable sources, and both the wood and cardboard used are endorsed by the Forest Stewardship Council (FSC).

If you want effective eco cosmetics designed to look after both people and the environment, Naobay is your brand.

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The Importance of Native Speaking Translators

Why is it so important to hire native speakers as translators?  And why is it almost a twofold obligation when translating beauty care and cosmetic copy?

New translation buyers may not be aware of this, but professional translators work into their native language only.  According to the American Translators Association a “translator who flouts this basic rule is likely to be ignorant of other important quality issues as well”.

If a document needs to be translated into English, it has to be given to native English speakers, and not a French, Spanish or German translator, however skilled a professional he or she may be.  Granted, English has become a global lingua franca or a universal language, but that does not mean that non native speakers, even those who have mastered it orally, will be able to write flawless, print-ready copy.

Smiling-Woman-with-German-Flag

Eventually their language-specific reflexes will gain the upper hand and the produced English translation will irrefutably end up peppered with pesky little inconsistencies and erratic expressions.  The end result will be no less than annoying to the intended reader and also potential customer.

A good example from French to English translations involves the very basic word “skin”.  In French, it is frequently used in its plural form to point to many different types of skin.  So the French refer quite naturally to “les peaux matures” et “les peaux sèches et normales”, while in English “skin” must at all times remain in singular.

A non native translator working into English may, however, get carried away and say “With its unique composition, this spring water is capable of soothing even the most irritated skins” or “sensitive skins often age at a faster rate than other skins”, which, to put it mildly, has a skin-crawling (pardon the pun) effect from all points of view.  This is exactly the type of translation faux pas – be it in a website, brochure, product description, press release or other – that raises red flags, tipping your readers off that there just may be something amiss with the broader picture.

Let’s look at the wider ramifications. Cosmetics and beauty care products are designed to bring glamour and luxury to everyday life.  As L’Oréal puts it, they “pamper the soul”, influencing the relationship we have with ourselves, improving our self-acceptance and self-image, and not just the way others perceive us.  Because of the importance of physical appearance in our developed societies, cosmetics enjoy an increasingly higher status.  They represent our striving for excellence, perfection and beauty.  It is therefore essential that they reflect equally high standards of quality.  And hence we see the enormous strategic implications of product branding, image and positioning.

frenchman-200x300As an extension of advertising and marketing communication strategy, translation of cosmetic copy cannot afford to be shabby or substandard.  Even smaller companies just barely on the verge of breaking into international markets should think carefully about spending a little extra on professional translation services, especially for documents used for publication and likely to reach a greater public.

That money will be well spent; it will prove that they care about their products and their customers.  It makes perfect sense.  Why should a customer trust a company that claims to have in-depth scientific expertise but is not able or not willing to advertise it in a way that is on a par with its capabilities?  First impressions are lasting impressions and people make snap judgments on small details.

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