“If you want to take your brand global, it’s best to start by taking it local” should be the new mantra for beauty marketing.
If you want to introduce your beauty brand to a global audience, the right way to go, without sounding like a drill sergeant, would be to infiltrate the locals in your preferred international area.
In a much-simplified way, it is to become localized.
So, in order to discuss this topic in detail, let’s first take a quick look at this video:
So, What is Localization?
Localization by definition means adaption of your product(s)/service(s) to the needs of a particular location or culture: say that you want to expand your brand in Asia.
The best way to move forward would be to localize it by expanse. Then, you can further localize it by country. You could also go one step further by region or state.
However, the latter is only applicable in large countries like India, China, Saudi Arabia, and half of Russia, where the East can be completely different than the West in terms of culture, style, practices, and even language!
It is also important to note that even continentally, Asia is equally diverse. So it is best not to assume that beauty practices in South Korea will be the same in India.
The apparent difference in skin type will require different products, so you might also need to distribute varying quantities and types of products to these regions.
One of the most noteworthy localizations that you can see is Condé Nast, the publishing giant whose famous product is Vogue magazine. There are many versions of Vogue, which, while sharing the same name and the basics, are very different in terms of content.
Content marketing for the beauty industry is an integral part of communicating with the customers, which remains the same in every part of the world.
Beauty is one of those things that, while being universal, is also exceptionally diverse, so any brand trying to venture out in an international market must invest in creating localized content like L’oreal, NYX, Benefit, and Clinique do.
Pro tip before investing in localizing your brand: Do Extensive Research!
Localization Strategies for Beauty Brands
The efficient and right strategies you employ while localizing your brand are responsible for its sustenance, provided you do it right!
We recommend consulting a translation firm that not only translates your brand but trans-creates it. Your brand will be able to establish its relevance and may even network enough for local collaboration.
Localization by definition means restricted or limited to a particular location or culture.
Creating a localized website is the most critical aspect of taking your brand global as it is at the forefront of your brand and represents your brand value.
A beauty brand that has owned localized websites is Lush Cosmetics.
Fans of the famous bath bomb manufacturers, more commonly known as ‘Lushies’, may have noticed that the brand has different websites based on geographical locations.
Since the company has retail stores in 49 countries, by building websites for each, they can highlight the top-selling products relevant to that location.
Any sales pertaining to particular locations are also communicated to Lushies through local websites and social media pages, which leads us to our second point.
Localized Social Media
Social media that takes the local celebrations/customs into account and operates according to the norms and practices best suited for that particular niche, can help localize your brand.
For instance, your content might need to be conservative if you are venturing into the Arabic market, much like Katy Perry’s nude album cover that marketers re-designed to suit the middle eastern customers.
Content localization, when you see it as a linguistic and social/cultural adaptation of your product, is to cater to the needs of the specified community of your choice.
You can see this happening on the social media of Laneige (different Instagram pages with equally different content).
If you are to take out your Sherlock hat and do a little sleuthing, you shall see a complete difference between the Laneige US page and the Laneige Indonesia page be it in terms of overall color scheme, content, language, models, a varied communication of the same product and even the marketing strategy.
This is specifically done for Laneige to adapt to the Indonesian market by fitting in according to the demands, preferences, and happenings of the Indonesian consumers.
Localized Marketing/Promotional Strategy
This is done by taking into account the varying holidays and festivals that might garner special deals and promotional tactics like Diwali in India, the Chinese new year, or the 4th of July!
Airbnb, Uniqlo, Coca-Cola, and Netflix are some non-beauty, but exceptionally well-versed (and successful) companies when it comes to localization.
While not all of these giant’s marketing strategies are relevant to your beauty brand (obviously), some can be worth looking into.
This can work wonders especially if your brand is just starting up, and you have to hire yourself as the content creator to localize your social media page.
Why is Content Localization Important for Your Brand?
The central point of content localization is to let your product convey its message to audiences who are unaware of your native language, culture, and practices.
By being respectful and relevant to your preferred community’s traditions, beliefs, culture, and norms, you effectively create a brand that understands the importance of localized content.
How to Market Beauty Products Online
E-commerce and online selling contribute to a good percentage of the total product sales, even more so given the current circumstances. People are more inclined to buy their necessities online; thus, it is fruitful for a beauty brand to push its products online.
This can be done via partnerships with local influencers, listing on popular e-commerce marketplaces, such as Amazon, Shopee, or Lazada.
Boosting your brand visibility and awareness on social media can be critical in growing your business.
The key to online success is to keep making relatable and exciting content persuasive enough for people to fish out their credit cards.
Social media for beauty businesses
The internet has become so essential in our lives that most of us probably spend equal time online as we do sleeping, and social media demands most of, if not all, of our time online.
A beauty brand that wishes to expand its reach should focus on content marketing that pivots around its social media.
It would be beneficial for a brand to invest in local influencers who understand its values and communicate appropriately with the local audience who like and respect their recommendations.
Does Translation Play a Part in Product Localization?
If you recall, some of the imported products, especially from a non-English speaking country, have an, to put it delicately, interesting product description/instruction.
This is because most such products are translated via Google translate, or by someone who is not fluent in English (or the language that it has been translated to) and possess literal meanings to some of the words.
Needless to say, cutting corners when it comes to translation can have a major negative impact on a brand’s reputation.
The translation of beauty product descriptions is obviously crucial while venturing into a foreign market, but it is even more necessary to localize your content.
This means translating your content in such a way that it relates and resonates with people who are very different from a brand’s native audience.
It is also essential that you convert the numerals (quantities/ currency) into the local dialect as well; this will eliminate any future confusion.
The Importance of Beauty Content Writing
There are a few methods and techniques humans use/have used to convey their fellow humans about certain topics or ideas, and written content is always on this list.
Social media’s influence might have encouraged visual content more, but it is a given that writing will never get extinct.
Given the times we’re at currently, creating content is imperative to staying relevant, and beauty content writing is beneficial in getting rave reviews. Most importantly, they serve as an introduction to your brand.
Too Good to Be True?
If you’ve made it this far, then you’re probably in love with content localization by now, but does it sound too good to be true?
Well… Content localization does work and can be very beneficial to your beauty brand. But (of course, there is a BUT!) tapping into the huge Chinese market can be a bit tricky.
Market researcher L2 Think Tank recently found that China has become the biggest and the fastest-growing market for e-commerce. However, most global brands have failed to capitalize on the market through localization.
The global standards of beauty are as different as culture and language. Any beauty brand that wishes to expand its horizon and enter a global market but adapt to the local idea of beauty.
By carefully attending to local beliefs and customs, brands can make a proactive effort to localize not only their products but also their services.
Before you find a content translator for creating localized beauty content for your brand, please go through our blog for more such topics.
If you want even more insights into the sphere of the fashion and beauty industry, follow our blog.
How did you like May Thawdar Oo’s blog post “A Beginner’s Guide to Localized Content Marketing for the Beauty Industry”? Let us know in the comments if you have anything to add, have another content idea for beauty content marketing blog posts, or just want to say “hello.” 🙂