Tag Archives: traduction en cosmétique et parapharmacie

The Magic of Disney: Frozen’s “Let It Go” in 25 Languages

The reason why Disney has the real magic: see an amazing mashup of “Let It Go” in 25 languages.

The original Oscar nominated song, performed by Tony Award-winner Idina Menzel, is one of the highlights of the movie “Frozen”.  Since the company released it in 25 languages, the heart-clenching ballad is riding a new wave of popularity.

The video includes the song in various languages, including French, Italian, Flemish and Malaysian, all sang by different singers.

“Let It Go” was nominated for a Best Original Song Oscar, along with “Alone, Yet Not Alone” in “Frozen;” “Happy,” from “Despicable Me 2,” “The Moon Song,” from “Her” and “Ordinary Love,” from “Mandela: Long Walk to Freedom.”

MEET OUR CLIENT: Naobay

Eco-chic and eco-conscious Naobay – which stands for ‘Natural And Organic Beauty And You’ – is one of our favorite brands (and clients).

naobay range

The family-founded business based in Valencia, Spain makes skincare and bath products almost entirely out of natural biodegradable ingredients (no GMOs or plants grown with synthetic fertilizers or ionizing radiation. All products are also free of parabens, petrochemicals, silicone, formaldehyde, and other compounds that research suggests might pose a health risk.

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In keeping with brand philosophy, the packaging is made from recycled or recyclable materials from sustainable sources, and both the wood and cardboard used are endorsed by the Forest Stewardship Council (FSC).

If you want effective eco cosmetics designed to look after both people and the environment, Naobay is your brand.

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Pharmagora 2012 – Paris Expo Porte de Versailles

Pharmagora2APharmagora is a professional tradeshow held annually in Paris and catering to pharmacists and the pharmacy business.  The show’s 400 or so exhibitors are all important partners that pharmacy owners deal with on a daily basis, from laboratories, automated systems suppliers, IT equipment specialists, to orthopedic firms, distributors, merchandising companies and the like.

The trade show takes place at Paris Expo Portes de Versailles, the largest convention center in France.  In 2012, it donned a new layout with 20,000 m2, where exhibitors were divided into three themed sectors, one of which was dermocosmetics. And this is precisely why Pharmagora is a wonderful place to visit for beauty and cosmetics junkies like ourselves.

First and foremost, what are dermocosmetics?  La Roche Posay provides the following definition of dermocosmetics in its beauty glossary:

Dermocosmetic products are applied locally to the skin, scalp and hair. They combine a cosmetic action with a dermatological action. Dermocosmetic products are formulated to maintain the health and beauty of the skin and hair. […]

In addition to La Roche Posay, the most popular brands of French dermocosmetics are Uriage, Vichy, Avène and Biotherm.  But there are also Ducray, Aderma, Galenic, Klorane and many more smaller companies such as Laboratoires Arcana.  They all come to exhibit at Pharmagora because they all target consumers in the habit of buying their skin and hair care products at the pharmacy, with the help and personalized advice of their friendly neighborhood pharmacist.

In fact, that is another big part of the dermocosmetics concept.  Laboratoires Pierre Fabre have even for many years successfully opposed the sale of dermocosmetics over the Internet, arguing in European courts that “only the physical presence of a qualified pharmacist guarantees consumers the quality of pharmaceutical and personalized advice that is tailored to meet their expectations of efficiency and safety” (SOURCE Laboratoires Pierre Fabre).

We should mention that in 2011 in the US, La Roche Posay was present in 6,000 drugstores, either via the pharmacy counter or in dedicated areas, where the brand’s products were promoted by specially trained derma advisors.  Another interesting fact: the dermocosmetics sector has seen strong growth in the recent past in various parts of the world, including Brazil and Poland.

A Question of “Intolerance”

Avene intolerantI recently had a very interesting email exchange with a translation student who contacted me about a terminology question.  The issue at hand was the idea of “intolerant skin” coming as a direct calque from the French “peau intolerante.”

While it is true that the term exists in English mainly in conjunction with cosmetic products made by French companies (Avene, La Roche Posay, Darphin, etc.), its existence raises a fascinating dilemma of terminological innovation in the beauty industry.

A native English speaker would cringe at the thought of saying “intolerant skin”, which does not seem like a “natural” choice in English because of lack of widespread usage in this context.  He or she would conclude that the more accurate term would be “hypersensitive skin” and thus translate “peau intolerante” accordingly.

However, French cosmetics companies are “trendsetters” using marketing strategy and lexicological innovation to differentiate their products on a highly saturated market. They need to make their products distinct and one-of-a-kind in order for consumers to be drawn to buy them; one of the ways to do that is to establish new distinctions between different types of skin.

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French marketers have thus at some point made the conscious decision to use the term “intolerant skin” in English in order to emphasize the idea of their products as being highly targeted and specifically designed to meet a very particular need.

Guerlain-SOS-Serum-for-Sensitive-and-Intolerant-SkinTheir choice was also part of a trend to “medicalize” products to give them what some consumers will perceive as the “scientific” seal of approval. In fact, “cutaneous intolerance” or “skin intolerance” is really more of a medical notion (e.g. cutaneous intolerance to wool clothing as a typical feature of atopic dermatitis) so what we have here is an example of terminological transfer between two fields.