OUR WORK – L’OREAL
Arabic’s first online hairdressing training
Services: Audio-visual localisation, e-Learning localisation
Industries: Marketing and PR, Retail, beauty and fashion, Training & e-Learning
L’Oréal are one of the world’s leading beauty companies.
My Hairdressers is the world’s largest online educational resource for hairdressers, with international licenses in 44 countries. Their marketing push and expansion into the United Arab Emirates required specialist language services for more than 200 videos – the first time this type of professional content had been provided in Arabic. We also supplied website content and product descriptions, ahead of a high-profile launch event.
When moving into a new market, where traditions and audience behaviours differ significantly to your previous experience, it is crucial to be culturally sensitive and considered. Guildhawk employed Arabic localisation specialists with expertise in the beauty industry. Meanwhile, cultural research on the latest trends on social media and news sources helped us create glossaries of terminology, which were then fed into our Translation Memory systems – Guildhawk’s tool to ensure complete consistency.
A dedicated microsite for L’Oréal professional customers was launched alongside the My Hairdressers website – all in time for the BeautyWorld Middle East trade show in Dubai.
Guildhawk provided a fully outsourced service to deliver localised videos. We managed the process from scripts through to voiceover. Native Arabic speakers recorded in professional sound studios that we were also responsible for sourcing.
A dedicated microsite for L’Oréal professional customers was launched alongside the My Hairdressers website – all in time for the BeautyWorld Middle East trade show in Dubai. Following the successful launch, the content has returned excellent engagement, and hairdressers in UAE continue to see the benefit.