Localizing branded content can yield results, and potentially multiply a brand’s consumer base. But localization is also perceived as expensive, which stops brands from fully investing in developing country-specific content. Certain brands have found quick and low-cost fixes and subsequently expanded the audience for their content. Here are examples of brands approaching localization efficiently, taken from L2’s Digital IQ Index: Beauty France:
MAC Cosmetics features makeup artists from a wide range of countries on its website, and allows users to filter the artists by region.
Kiko Milano uses influencers from several regions in its #KikoTrendsetters campaign, in addition to subtitling its shoppable videos.
YSL Beauté, Sisley Paris, and Clarins overlay region-specific language captions on their makeup tutorials. Yves Rocher takes a similar approach, but with more eye-catching visuals. The brand embeds sticker-like animations in French and English explaining each makeup step and linking to relevant products.
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