{"id":35752,"date":"2017-02-16T00:00:00","date_gmt":"2017-02-16T00:00:00","guid":{"rendered":"https:\/\/www.smglanguages.com\/blog-it\/unkategorisiert\/redaction-marketing-cosmetique"},"modified":"2025-05-30T09:35:26","modified_gmt":"2025-05-30T07:35:26","slug":"redaction-marketing-cosmetique","status":"publish","type":"post","link":"https:\/\/www.smglanguages.com\/fr\/redaction-marketing-cosmetique\/","title":{"rendered":"Marketing cosm\u00e9tique : contenu scientifique et all\u00e9chant"},"content":{"rendered":"<p style=\"text-align: justify;\">SMG Languages effectue depuis plusieurs ann\u00e9es des traductions au service de l\u2019industrie des <a title=\"traduction pour les cosm\u00e9tiques\" href=\"https:\/\/www.smglanguages.com\/services-traduction\/service-traductions-techniques\/cosmetique\/?lang=fr\" target=\"_blank\" rel=\"noopener\">cosm\u00e9tiques<\/a>. Au cours de notre travail, nous observons quotidiennement que la recette miracle choisie par les <strong>r\u00e9dacteurs marqueteurs<\/strong> consiste \u00e0 associer des <strong>principes scientifiques<\/strong> \u00e0 un langage de s\u00e9duction, et \u00e7a marche bien, vu la cote affich\u00e9e par les produits de beaut\u00e9\u00a0! D\u00e9cryptage d\u2019un code parfaitement bien structur\u00e9.<\/p>\n<p style=\"text-align: justify;\">Commen\u00e7ons par nous pencher sur le <strong>vocabulaire scientifique<\/strong> utilis\u00e9 par la plupart des enseignes pharmaceutiques, cosm\u00e9tiques qui souhaitent avant tout rassurer les consommateurs cibles. Dans notre analyse, nous avons pu identifier trois points essentiels qui font la force d\u2019un produit pr\u00eat \u00e0 \u00eatre \u00ab\u00a0consomm\u00e9\u00a0\u00bb.<\/p>\n<p style=\"text-align: justify;\">On retrouve des expressions toutes faites telles que \u00ab\u00a0<strong>test\u00e9 en laboratoire<\/strong>\u00a0\u00bb, \u00ab\u00a0<strong>scientifiquement prouv\u00e9<\/strong>\u00a0\u00bb confirmant le s\u00e9rieux de l\u2019entreprise, son engagement \u00e0 effectuer des tests avant de les mettre sur le march\u00e9. Ainsi, le consommateur comprend que l\u2019<strong>efficacit\u00e9<\/strong> du produit a d\u00e9j\u00e0 \u00e9t\u00e9 d\u00e9montr\u00e9e lors de tests pr\u00e9alables et prendra davantage confiance en l\u2019entreprise.<\/p>\n<p style=\"text-align: justify;\">Et les <strong>chiffres<\/strong>\u00a0? Les marques n\u2019y vont pas de main morte\u00a0: une cr\u00e8me r\u00e9duisant les rides de 25\u00a0%, un d\u00e9odorant qui dure pendant 24\u00a0h, shampoing qui \u00e9limine jusqu\u2019\u00e0 85\u00a0% des pellicules\u2026 les publicit\u00e9s en regorgent et elles ont raison\u00a0! Cette technique permet d\u2019insister encore plus sur l\u2019efficacit\u00e9 du produit en question. Les arguments avanc\u00e9s sont illustr\u00e9s par des chiffres, des preuves qui auront un impact plus fort dans l\u2019esprit du client \u00e0 s\u00e9duire. Les <strong>sondages<\/strong> ont \u00e9galement leur importance\u00a0: les phrases du type \u00ab\u00a095\u00a0% des personnes satisfaites\u00a0\u00bb entra\u00eeneront le raisonnement suivant chez la personne \u00e0 conqu\u00e9rir\u00a0: \u00ab\u00a0si la plupart des utilisateurs ont \u00e9t\u00e9 contents, pourquoi ne le serais-je pas\u00a0?\u00a0\u00bb<\/p>\n<p style=\"text-align: justify;\">Une technique r\u00e9cente mais qui apporte de bons r\u00e9sultats concerne l\u2019apposition des <strong>labels BIO<\/strong>, tels que \u00ab\u00a0<a title=\"label cosm\u00e9tique biologique\" href=\"http:\/\/www.ecocert.com\/cosmetique-ecologique-et-biologique\" target=\"_blank\" rel=\"noopener\">Cosm\u00e9tique biologique<\/a>\u00a0\u00bb, \u00ab\u00a0Agriculture biologique\u00a0\u00bb ou \u00ab\u00a0nature et progr\u00e8s\u00a0\u00bb. Cette m\u00e9thode de fabrication utilise uniquement des <strong>composants naturels et recyclables<\/strong>\u00a0; par une certaine association d\u2019id\u00e9es, le client potentiel y voit un comportement respectueux de la nature, de l\u2019environnement, en bref, des valeurs positives. Ce rapprochement avec la <strong>nature<\/strong> est particuli\u00e8rement cher \u00e0 Garnier\u00a0: ce n\u2019est pas un hasard si les shampooings de la gamme Fructis sont de couleur vert pomme, on pourrait m\u00eame aller plus loin, la petite sph\u00e8re qui se trouve sur le capuchon symboliserait-il le fruit de la pomme\u00a0? Ce n\u2019est qu\u2019une simple supposition.<\/p>\n<p style=\"text-align: justify;\">Mais l\u2019\u0153il du client est d\u2019abord attir\u00e9 par des <strong>phrases d\u2019accroche<\/strong>, des <strong>slogans<\/strong> particuli\u00e8rement s\u00e9duisants. En effet, parmi les termes qui reviennent le plus souvent, on retrouve\u00a0: \u00ab\u00a0perfection, \u00e9l\u00e9gance, prestige, s\u00e9duction, plaire\u00a0\u00bb. Mais \u00e0 chacun sa mani\u00e8re d\u2019approcher le client.<\/p>\n<p style=\"text-align: justify;\">Oui, certaines marques misent sur les valeurs des consommateurs afin de se rapprocher de ces derniers\u00a0; c\u2019est notamment le cas de <strong>L\u2019Or\u00e9al<\/strong> avec son fameux slogan \u00ab\u00a0Parce que je le vaux bien\u00a0\u00bb (traduit dans plus de 40 langues) et qui privil\u00e9gie le <strong>bien-\u00eatre<\/strong> de la femme.<\/p>\n<p style=\"text-align: justify;\">D\u2019autres souhaitent que les produits qu\u2019ils commercialisent permettent aux clients de se rapprocher des stars qu\u2019ils adulent de par leur beaut\u00e9 sublime. Le choix des <strong>\u00e9g\u00e9ries<\/strong> est alors d\u2019une importance cruciale, on mentionnera la pr\u00e9sence de Diane Kruger et de Keita Knightley pour Chanel ou encore la magnifique Charlize Theron pour Dior.<\/p>\n<p style=\"text-align: justify;\">Enfin, nous souhaiterions terminer cette r\u00e9flexion en \u00e9voquant la pr\u00e9sence massive d\u2019anglicismes dans le domaine des <strong>cosm\u00e9tiques<\/strong>, et plus pr\u00e9cis\u00e9ment dans l\u2019industrie du <strong>maquillage<\/strong>. En effet cet \u00e9l\u00e9ment marketing est un r\u00e9el atout\u00a0: l\u2019anglais \u00e9tant plus concis, il permet de gagner de l\u2019espace en termes de graphie, et donc de toucher plus rapidement les cibles\u00a0; en s\u2019adressant de cette mani\u00e8re, les firmes de l\u2019industrie de la beaut\u00e9 parviennent \u00e0 conqu\u00e9rir plus facilement les jeunes, en contact permanent avec l\u2019<strong>anglais<\/strong>. Nous avons souhait\u00e9 nous plonger dans quelques lexiques de maquillage, et l\u00e0 aussi, l\u2019anglais pr\u00e9domine. Certains nous semblent d\u00e9sormais \u00e9vidents, on en oublierait presque qu\u2019il s\u2019agit d\u2019<strong>emprunts<\/strong>, c\u2019est notamment le cas pour <i>gloss<\/i>, <i>blush<\/i>, <i>eye liner<\/i>, <i>smoky eye<\/i>\u00a0; m\u00eame si la traduction existe bel et bien (brillant \u00e0 l\u00e8vres, fard \u00e0 joue, \u0153il charbonneux), la version la plus utilis\u00e9e reste la version anglaise. Les <b>termes techniques<\/b> utilis\u00e9s par les professionnels du maquillage sont \u00e9galement tr\u00e8s anglicis\u00e9s\u00a0: <i>swatch<\/i>, pinceau <i>fluffy<\/i>, <i>nail art<\/i>, maquillage <i>nude<\/i>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SMG Languages effectue depuis plusieurs ann\u00e9es des traductions au service de l\u2019industrie des cosm\u00e9tiques. Au cours de notre travail, nous<\/p>\n","protected":false},"author":2,"featured_media":35753,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[258],"tags":[229,241,245,230],"class_list":["post-35752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-smg-cosmetics-fr","tag-langue","tag-langue-francaise","tag-termes-techniques","tag-traduction"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing cosm\u00e9tique : contenu scientifique et all\u00e9chant - SMG Languages<\/title>\n<meta name=\"description\" content=\"Au cours de notre travail, nous observons quotidiennement que la recette miracle choisie par les r\u00e9dacteurs marqueteurs consiste \u00e0 associer des principes scientifiques \u00e0 un langage de s\u00e9duction\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smglanguages.com\/fr\/redaction-marketing-cosmetique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing cosm\u00e9tique : contenu scientifique et all\u00e9chant - 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