Customer Name: L’Oréal -Giorgio Armani
Customer Sector: Video/Marketing
Giorgio Armani Fragrances, founded in 1975, has been renowned for its luxury products. Since 1988, L’Oréal has been developing products by inspiring from the vision of Mr. Giorgio Armani. And L’Oréal has been one of the leading beauty companies in the world with its 82,600 employees and 34 diverse brands.
We carry out projects with L’Oréal in diverse fields from training materials, content, and presentations to internal audiovisual material, which constitute the subject of this study. The source language was English, and the target language was Turkish.
After receiving the videos, we examined and analyzed them in detail. Later, we prepared the price offer and deadline. Following the approval of our client, our project manager assigned the videos to a localization expert working in the field of audiovisual localization. After completing the localization of the video, the files were sent back to our project manager. And we have carried out editing, proofreading, and quality check (QA). We conducted all processes in line with the TSE ISO/TS 1166 Translation Project Standard and ISO 17100 Translation Services Standard.
As for the translation process, we have first taken into consideration the fact that this is a product comprising of elements meticulously chosen in line with the demands of the advertising language. Therefore, we have localized these elements in a way that will have the same impact on the target audience. For example, the product name is “Si”, which means “Yes” in Italian. But considering the request of our customer, we had to keep this phrase in its source language. To convey this message to the target audience, we have chosen to translate the first “Si” as “Evet (Yes)” in Turkish. And then, continued along with the “Si” in the remaining parts.
CHALLENGES
- Language use in the marketing and cosmetic industry
- Language elements and the constraints to keep the brand but also to convey its message to the target audience
- Constraints of the audiovisual translation
SOLUTIONS
- Usage of compensation techniques as is the example of “Si”
- Special attention to the needs of the customer
SOLUTION ELEMENTS
- Compliance with the elements of audiovisual localization
- Assignment of localization expert working in the relative field
- Meticulous localization process
BENEFITS
- Contribution to the marketing process of the product with rapid, accurate, and qualified localization
- Attracting the target audience with outstanding language usage
