Charlotte Tilbury Case Study

How Word360 helped

At Word360, we’ve been working with clients in a number of highly specialised industries for some time. We have developed extensive experience in the cosmetics industry in particular. 

As a result, we were able to help Charlotte Tilbury enter new markets effectively, simultaneously translating content into as many as 14 languages at a time. We have translated and localised materials including marketing collateral, DFUs and cautions, and ingredient lists with consideration for INCI ingredients for efficiency. 

A key aspect of Charlotte Tilbury’s branding is the use of distinct, friendly language such as “darlings”, and products names that include words like “peachy” or “rosy”. These words and phrases are often hard to effectively localise for other languages and cultures, either because of a lack of equivalency or because they may have other meanings. 

However, our experience within the cosmetics sector and our teams of expert linguists enabled us to localise the Charlotte Tilbury brand and its distinctive tone-of-voice for all its target markets. 

As a result, we have been able to meet all of Charlotte Tilbury’s translation needs regardless of deadline, packaging or language.

The Results

For the past 5 years, Charlotte Tilbury has used Word360’s translation services, and has benefited from a streamlined, turnkey service. 

Working with a wide range of individuals from Chinese-based regulatory consultants to product development teams in the UK, our services have allowed for the seamless conversion of marketing and regulatory materials with rapid turnaround. 

Arguably the main benefit for Charlotte Tilbury on this occasion was the ability of our services to increase its speed to market, without compromising on the quality of translations. 

Our blend of translation memory software and expert human translators has meant that cost efficiencies have been maintained throughout the 5 years, even for more challenging languages such as Danish, Norwegian and Swedish.