Many cosmetic websites that are based out of the United States are solely in the English language. This is a vital marketing mistake, and could be costing these companies significant amounts of money. Research has indicated that Spanish cultures are becoming increasingly interested in their appearance and willing to spend their time and money on improving their looks.
The trend started in Spain, where Spanish people started becoming more affluent, having extra money to spend on luxury items that were previously unaffordable. This led to a higher interest in appearance, and willingness to spend money on achieving the desired looks. This feeling has spread through much the Spanish community worldwide. Companies such as L'Oreal began taking notice, and created laboratories to specifically target the desires and needs of the Spanish market.
Most cosmetic companies already produce multiple shades of make-up, designed to compliment any skin tone. However, by only marketing their products to the English-speaking market, they are not maximizing the return on the products they already are making. Money is being wasted in producing products that sit on the shelves, not because they are low quality or because they are shunned by the Spanish community. They are not being sold because the Spanish community is not being targeted in the advertisements, and awareness is low.
One benefit to marketing your cosmetic products to Spain is the differences in our current economies. The United States is currently experiencing a mild recession, causing some people to cut back on luxuries, spending less money on their appearance in order to pay their mortgage. However, in Spain, the amount of money spent on cosmetics from the United States is constantly increasing, and quite significantly. One key to surviving a down-turned economy is knowing how and where to look for new sources of revenue. Translating your cosmetic website into Spanish is a small investment for what could be quite a large return.
One of the great benefits of marketing your cosmetic products on the Internet is the wide market that can easily be reached at relatively low advertising costs. Simply by having a website translated to Spanish, you can reach millions of additional viewers, or potential customers. American products, in general, enjoy a great reputation in the Spanish culture, especially in Spain. You can take advantage of this with your cosmetic product, if you market it correctly.
When you translate your website, it may be beneficial to consult professionals, or have a professional do the entire job for you. Changes in information density, images, and colors will need to be made to accommodate different cultures. If your website does not reflect these nuances, your company can come across as being ignorant and unprofessional, and customers will be hesitant to try your product.
The Spanish-speaking community is ripe for additional cosmetic product advertising. The amount of money spent on beauty products in this population market is significantly increasing. The cost and effort of translating your website to target this market will definitely payoff.
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