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In a particular competitive industry, where trends, innovation and research aim at customer loyalty, adopting effective cosmetic marketing strategies can make a real difference. Let us look at some of them.
- Personalisation of the shopping experience: data on shopping experiences enables the creation of tailor-made experiences and personalized offers to increase conversion rates. With this in mind, if a company operates on an international scale, translating and adapting product pages, the website and promotions according to the target market can be even more decisive.
- Influencer Marketing: collaborating with beauty influencers can make a difference. Reviews and content generated by creators give authenticity and visibility to products, reaching a large audience organically. Again, you can opt for creators of different languages or nationalities to reach different markets.
- Reviews and feedback: showing real reviews from satisfied customers creates trust in the brand, especially in the cosmetics industry, where the performance of a product is the key.
- Subscription and loyalty programs: offering exclusive discounts, free samples or subscription for recurring purchases is a great way to keep customers engaged in the long term. When it comes to discounts for certain holidays and festivities, it is essential to find out about ‘special days’ in each market in advance in order to take advantage of every engagement opportunity. (e.g. Mother's Day, St. Patrick's Day,…).
- Sustainability and transparency: modern consumers are looking for brands that are ethical and transparent. Clearly communicating ingredients, production processes and commitment to sustainability can make a difference. Again, it may be worthwhile to learn more about the most talked environmental issues in each market and adapt text and content accordingly.
Customisation seems to be the key element of any strategy. However, building an authentic connection across multiple markets is not so simple. That is why it is important to rely on experienced translators in the cosmetics and e-commerce sector.
When it comes to the translation of marketing texts, it goes far beyond the simple adaptation of words from one language to another. It is about conveying values, emotions and identity that represent a brand. In an industry where image is key, professional translation can create authentic connections with the end consumer.
Relying on experienced marketing translators means:
- Adapt the text to the target culture and aesthetic sensibility of a given market
- Preserve a brand's tone of voice, positioning and value, while maintaining consistent communication across all channels
- Increase customer confidence, since they feel represented
In conclusion, targeted marketing strategies and efficient translations can really bring concrete benefits, reflected in increased visibility, loyalty and, above all, a deeper connection with customers.
Ciao! I'm Sofia, you German-Italian Translator specializing in Cosmetics, IT, Marketing and Advertising, Transcreation and SEO Localization. Rely on an expert and win new markets, new customers and new opportunities. Contact me: sofia@sofiamilan-trad.com