Charlotte Tilbury were looking for a cost effective partner who could deliver regular translated and localised content for POS and packaging materials in over 12 languages covering Europe, Middle East and China.
Project management is a fine art especially when faced with tight deadlines and zero margin for error. Charlotte Tilbury’s extensive product lines and continuous new product releases mean that they are constantly working to narrow lead times.
In one of the most competitive global marketplaces, maintaining a consistent brand message whilst localising content for the native consumer is essential when releasing a new product to market.
A simple packaging description such as an ‘Eye Mask’ can literally translate into something quite nonsensical in a foreign language. The challenge, therefore, lies in understanding the nuances in language that are transposed across cultures allowing for a product to retain its meaning and acute marketing slant.
The challenge is furthermore enhanced in ensuring that all packaging and descriptions complies with export regulations and compliance criteria such as the European Cosmetics Directive (EC) 1223/2009 and standard INCI guidelines.