Aesop.
001
Introduction
Client
Aesop.
Industry
Fashion & Beauty
Marketing Discipline
Content
Aesop is a globally recognised luxury beauty brand renowned for its distinctive tone of voice as much as its premium products.
As the business expanded into new international markets, they partnered with Pimento Member Comtec to localise their eCommerce websites, editorial content and marketing communications while preserving the personality and integrity of the brand across every language.
001
Introduction
Client
Aesop.
Industry
Fashion & Beauty
Marketing Discipline
Content
Aesop is a globally recognised luxury beauty brand renowned for its distinctive tone of voice as much as its premium products.
As the business expanded into new international markets, they partnered with Pimento Member Comtec to localise their eCommerce websites, editorial content and marketing communications while preserving the personality and integrity of the brand across every language.
002
Challenges
Aesop's brand language is thoughtful, nuanced and highly recognisable. Previous localisation methods relied too heavily on literal AI translation, resulting in content that lacked the sophistication and cultural relevance expected by local audiences.
The challenge was to develop a scalable localisation process that maintained Aesop's unique brand voice while ensuring every market received content that felt authentic, natural and locally relevant.
002
Challenges
Aesop's brand language is thoughtful, nuanced and highly recognisable. Previous localisation methods relied too heavily on literal AI translation, resulting in content that lacked the sophistication and cultural relevance expected by local audiences.
The challenge was to develop a scalable localisation process that maintained Aesop's unique brand voice while ensuring every market received content that felt authentic, natural and locally relevant.
003
Approach
We built a dedicated transcreation programme tailored to Aesop's global expansion. Each language was supported by a specialist team of linguists who completed an in-depth immersion process with Aesop's Global Copy Team, ensuring a deep understanding of the brand's tone, style and editorial principles before localisation began.
To ensure consistency and quality at scale, we developed language-specific style guides and glossaries, introduced collaborative review sessions with local marketing and customer service teams, and established a seamless integration between Aesop's Contentful CMS and our Dovetail translation management platform. This created an efficient workflow that combined creative transcreation with operational excellence.
003
Approach
We built a dedicated transcreation programme tailored to Aesop's global expansion. Each language was supported by a specialist team of linguists who completed an in-depth immersion process with Aesop's Global Copy Team, ensuring a deep understanding of the brand's tone, style and editorial principles before localisation began.
To ensure consistency and quality at scale, we developed language-specific style guides and glossaries, introduced collaborative review sessions with local marketing and customer service teams, and established a seamless integration between Aesop's Contentful CMS and our Dovetail translation management platform. This created an efficient workflow that combined creative transcreation with operational excellence.
004
Results
The partnership established a scalable localisation framework capable of supporting Aesop's continued international growth without compromising its distinctive brand identity.
Dedicated transcreation teams were established for every language, supported by a bespoke linguist immersion programme, language-specific style guides and glossaries, and collaborative quality assurance with regional teams. The integration between Contentful and our translation management system also streamlined content delivery, creating a faster and more efficient localisation workflow while maintaining exceptional quality across every market.
004
Results
The partnership established a scalable localisation framework capable of supporting Aesop's continued international growth without compromising its distinctive brand identity.
Dedicated transcreation teams were established for every language, supported by a bespoke linguist immersion programme, language-specific style guides and glossaries, and collaborative quality assurance with regional teams. The integration between Contentful and our translation management system also streamlined content delivery, creating a faster and more efficient localisation workflow while maintaining exceptional quality across every market.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick
Contact
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick
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