Can you imagine your life without cosmetics and personal care products? I can’t. I just love skin, hair and makeup products. And fragrances too – in October 2010 I even took a workshop with world-class perfume maker Laura Tonatto and created my very own eau de parfum.
Not only do cosmetics and personal care products help us feel beautiful on the outside, they help us feel beautiful on the inside too. Consumer Insights 2017, a new study conducted by Cosmetics Europe, revealed that 80% of European consumers identified cosmetics and personal care products as important or very important for building up their self-esteem. It’s no wonder then – if you think about it – that cosmetics enhance our social relations every day.
Among the many different sources of information on personal care and cosmetic products, ads and product packaging account for about 28% and 54%, respectively, while approximately 24% are social media and 15% blogs. I believe it’s safe to say that advertising and marketing materials play a key role in a brand’s communication efforts.
I also believe that you don’t want your communications strategies to fall flat when you apply them to a different local market.
If you’re an international or even global brand, you need to both keep the meaning and tone of voice of the original copy across many different countries and communicate in the most appropriate way for each and every country. Including Italy.
Sometimes the advertising and marketing copy you’ve crafted in English can be rendered closely into Italian and be as punchy as the original. Sometimes, though, it may have to be rewritten to be more suitable for the Italian culture and market. In either case, you’ll need an Italian professional copywriter who is also a transcreation specialist to help you with your marcomms. Which are not limited to copy, however – what about your brand and product names? Are you sure they’ll sound fine to the target audience and won’t stir up any controversy (unlike what happened to these brands, for example?).
When you market your cosmetics and personal care products in Italy, the best way to avoid potentially catastrophic financial and reputational damage is to hire an Italian consultant who can help you implement your communication strategies on the Italian local market.
Someone who can both write copy in Italian from scratch (origination) and adapt copy from English to Italian (transcreation).
Someone who’s highly experienced in the beauty industry and who can prove it to you with a solid portfolio of industry-specific work.
Someone… just like me!