A word of caution against Google Translate!
Technology is a beautiful thing and in business it has become a game-changer: countless apps, widgets, programs and systems are now available to business people to make their work easier and more efficient.
Non-translators tend to spontaneously think of Google Translate when relating technology to translation.
Google Translate’s automatic translations may seem useful because they give internet users a general understanding of something written in a foreign language (e.g. when casually scanning the internet for information).
However, Google Translate should never be relied upon to generate meaningful and printable content. Not even to make what seems like minor changes to a previously translated text.
To illustrate just how badly it can fail us, we’ve used an example of a text readily available from the French language website of the fashion and cosmetics powerhouse Chanel:
We submitted the original French copy of this text to Google Translate and compared the results to the human translation.
It is quite noteworthy to point out that although the text was very short (50 to 75 words), Google Translate produced three completely nonsensical sentences:
- “His escalation of tensions” instead of “Facial tension slips away”;
- “Her muslin cotton soaked in warm water gently exfoliates and perfect cleaning” for what should have said “Moistened with warm water, its cotton cloth gently exfoliates and removes all traces of makeup”;
- The header “Benefits” was translated by “Earnings”.
Of course, the problems do not end there. We also have:
- a sentence missing a verb,
- a whole slew of rather awkwardly strung words,
- not to mention the fact that the product name (“Essential Comfort Cleanser”) was translated in two different ways (“Supreme Comfort Cleansing” and “Supreme Cleansing Comfort”).
So please, heed our warning: avoid the temptation of turning to Google Translate for any type of translation, no matter how insignificant. If changes are made to a document we have previously translated, we will be happy to go over them and make the necessary adjustments.
Iceland is hot right now, no question about it! Seems like everyone we know has recently been to or is about to visit the country’s many natural attractions including glaciers, hot springs, wild horses, puffins, and black sand beaches.
We are pleased to announce that we have worked for Bioeffect, a ground-breaking line of Icelandic cosmetics. Why are these products so special? They are super effective thanks to a powerful skin-rejuvenating ingredient EGF or Epidermal Growth Factor, heralded by scientists as “the future of anti-aging”.
And although there are a handful of other EGF-based products on the market, the Icelandic EGF used by Bioeffect is different in the way it is produced. Exceptionally pure, it is actually grown inside bio-engineered barley plants that thrive in bacteria-free volcanic ash.
In Iceland, the brand sold 330,000 units of EGF SERUM in its first year, back in 2010. An astounding figure for a country with a population of just 320,000, and even more impressive when you consider that 25 per cent of the population is aged under 12. To this day, 30 per cent of women over 30 here use it. But it isn’t just Icelanders who have been convinced.
Please take a minute to watch this video. Click on CC in the lower right corner of the video to see the subtitling that Beautyterm has done for this video. Enjoy!
Crowned the Queen of the Green Skincare Movement by Forbes Magazine, Tata Harper, the Colombian-born founder of her eponymous skincare line, relied on Beautyterm to revamp the brand’s packaging translations.
Tata and her husband turned a dreamy 1200-acre Vermont farm known as Julius Kingdom into a multinational luxury-beauty business, where they live and work with their 3 children and countless dogs.
Produced exclusively on the farm, which is nestled in the heart of Champlain Valley, the collection is dedicated to toxic-free wellness. It features many raw ingredients grown in the surrounding fields of lavender and the organic garden.
Beauty and health guru Gwyneth Paltrow described it as “pure, natural luxury”:
“With her chic green-glass jars and pots, Tata Harper set a new bar for glamour within the natural skincare space; she’s also taken authenticity in sourcing to a new level, formulating and growing the majority of the ingredients in her products on a certified organic farm in Vermont.”
Anthony Burgess, the prolific British novelist, composer, librettist, playwright, screenwriter, essayist, travel writer, translator and critic, who is best remembered for his novel “A Clockwork Orange,” once said:
“Translation is not a matter of words only: it is a matter of making intelligible a whole culture.”
What we take away from this is that translation goes far beyond the transfer of meaning (never mind the simplistic idea of “switching” words between languages). In its broadest form, it involves bridging two cultures; in marketing more specifically, it is about making the corporate culture of a business comprehensible to another, culturally-distinct audience that is different from the brand’s intended, original target.
New beauty trends are popping up on the Internet daily, making it so hard to keep up! So, let’s try to make sense of some of them…
This week’s beauty term is:
Mascara makes your lashes thicker and longer. However, there is a trick that could make them appear even fuller — and make your eyes look wider! This is called root stamping and is the technique of using your mascara wand to gently press or “stamp” the root of your lashes. Stamping at the root flares the lashes upward and makes them look thicker and fuller at the base, for astounding eyes!
Go to thebeautydepartment.com for step-by-step instructions!
It’s time for another treat! Check out this short glossary of commonly used beauty acronyms in English:
It will be hard to find another client with a mantra more in tune with our beliefs. Skyn Iceland’s genesis and purpose are so much like our own that we feel a particular kinship with their entire concept. And we believe that nowadays every woman out there is likely to appreciate the brand’s healing philosophy behind its products.
Skyn ICELAND was born from a life-changing mission to treat and alleviate the effects of stress on skin while promoting a stress-free life full of balance, health and wellness. The company’s founder, Sarah Kugelman, transformed her own experience of stress, which left her hospitalized, with a weakened immune system, into a personal journey to find harmony between inner and outer beauty. That journey took her quite literally to Iceland, a pure, pristine place of great beauty and peace, whose people impressed her with their incredible longevity and vibrant, healthy skin.
Having chosen a career in a fast-paced environment where deadlines are forever looming over our heads, we too have each had our share of work-related stress. And illness. That’s why we also recognize and can personally attest to the tremendous impact of stress on internal health. Our goals are therefore very much in alignment with Skyn Iceland’s.
We work daily to maintain a pleasant, stress-free and wholesome working environment that promotes respectful relationships with our clients, collaborating linguists and writers alike. We value kindness and consideration, politeness and good manners. We stand for fairness, honesty and integrity. And we love having healthy-looking skin!
I scored: 37. A great accomplishment but, believe it or not, a few years back this score would have been through the roof!
“How do you do it? Surely you live in some pastoral setting with no phone, no computer and minimal obligations. Or is it possible you’ve simply trained yourself to let things go and focus on what’s important in life? We bet you eat well and drink lots of water, exercise regularly, get enough rest, and make time for friends and family, right? Bravo! Now just round out your amazing lifestyle with Glacial Face Wash and the ANTIDOTE Quenching Daily Lotion and you will be our hero!”