Another quick post between deadlines and amidst dreams of a holiday on a Greek island (not happening) or any other nice place even for just three days. Which translates to… I should be taking that much needed long break away from the computer screen.
I recently started working with a client in the beauty industry and I must admit I have often found myself surfing the net looking and cross-checking terms that obviously are to be found on beauty, fashion and make-up sites. IATE and Linguee excluded. The more I translate or review texts for a variety of beauty products, the more I realise how challenging and intriguing it is to recreate the wording in Greek.
These are the difficulties I encountered:
- The Greek wording for beauty products tends to call for action orientated more towards emotion and a bit less on facts. Information is provided but it is kept to the basics. On the other hand, the description in Italian covers both aspects. On Italian fashion and beauty brand sites there seems to be more accuracy and details when describing a product, what its benefits are and how to make the best out of it, whereas Greek sites tend to focus a lot more on the result and the final impact. Maybe I am wrong but this is the vibe I am getting so far.
- The writing style is quite different. Most Italian beauty sites express the concept of a product in a more formal tone than the sites in Greek. The Italian wording is clear, powerful and emotional but at the same time there is a lot of explaining. Nothing is missed. Actually there is sometimes “more” than necessary with repetitions that you will not find either on the English or Greek version of a given product.
- Not all multilingual beauty sites are available in Greek. This means that some of the terms I look up are not always easily found and I need to go in various round about ways to determine the right or best possible translation. Good cosmetics sites include Maybelline, Pupa and Chanel.
And this is what I do:
- Translate as accurately and as faithfully as possible by making sure that nothing is missed or overlooked while giving emphasis to rewriting the text as if it was written for the Greek audience. What sounds clear and neat in Italian could potentially sound “stiff” and even irrelevant in the target language. This is one pitfall one should be cautious of.
- Mediate between the two writing styles, between the formal and more accurate way of the Italian source text and the more creative and capturing style that I know that people in Greece (or who read Greek) would expect to read.
- Ask the client should something is not clear. This is a practice to follow in all cases anyway but it is always a pleasure to see that clients are willing to support a translator’s work.
- Read more beauty and fashion sites in Greek and Italian and subscribe to interesting newsletters so that news from this industry get right into my inbox. Some valuable sites in Greek are MadameFigaro, real.gr, jenny.gr.
Things you really enjoy doing can sometimes prove to be particularly demanding. There is a lot of beauty inside “difficult packages”, after all.