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Packaging translations help launch an Indian brand in Germany
Holy Lama is an all-female enterprise in Kerala, India, founded with aim of uplifting ‘downtrodden’ women (especially widows, divorcees and single women) who are unable to live with dignity and respect in many parts of India.
The company’s award-winning Spice Drops, widely stocked across the UK, and Vegan natural body care products are internationally recognised and their growing reputation prompted Holy Lama to launch its products in Europe.
Atlas was commissioned to provide the bespoke translations needed to market Holy Lama’s body care range in Germany.
Gouri Koubair, Director of Holy Lama, says that trying to access a foreign market with no knowledge of the language made specialist support and guidance essential: “In order for us to be successful in Germany, all the products in our UK Amazon shop needed to be translated, but we didn’t want to use Amazon’s automated packaging translations. It didn’t feel right for us – a specialist business – to be relying on a computer system for translations. I was concerned that the integrity of the products and our ingredients would be compromised if we chose this approach.”
Translations tailored to suit German tastes – and comply with EU rules
The project involved translating the extensive ingredients list and product descriptions from English to German, while ensuring that every ingredient we translated complied with EU consumer safety legislation by using INCI names (International Nomenclature for Cosmetic Ingredients).
Our German-born Project Manager, Nina, was perfectly placed to run the project as she understood the way German consumers differ from people in other markets.
“A rather different approach is needed when appealing to the German market,” she explains. “We don’t use as many adjectives to describe products; Germans aren’t too keen on being bombarded with extensive descriptions when buying – we find it slightly overwhelming.”
Her challenge was to provide relatively simple, straightforward translations but at the same time to communicate the story behind the Holy Lama brand and capture the elaborate process of creating these sustainable products. The client was delighted.