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English to Spanish: Beauty Company Marketing Article General field: Marketing Detailed field: Cosmetics, Beauty
Source text - English The Medical Approach | Clinique
Founded by Estée Lauder in 1968, Clinique was the company's answer to growing concerns women had about the chemicals and additives in beauty products. It was -- and still many of its products are -- fragrance free and hypoallergenic (though what these claims really mean are debatable). The genius marketing ploy though was about more than its product ingredients.
Makeup and beauty products could no longer make unfounded scientific claims. The industry was becoming more and more regulated. But there was nothing stopping the brand from alluding to science. Clinique employees, who wear white medical jackets, are known as consultants. Its product packaging uses a green color -- reminiscent of medical scrubs. And Irving Penn, a famous fashion photographer, created the brand's iconic visual style of highlighting the product packaging, not fresh-faced models.
Translation - Spanish El Enfoque Médico | Clinique
Fundada en 1968 por Estée Lauder, Clinique fue la repuesta ofrecida por la compania a las preocupaciones creciente de las mujeres sobre los quimicos y los aditivos presentes en los productos de belleza. Sus productos fueron y aun son, libres de fragancia y hipoalergénico (aunque lo que realmente significan estas afirmaciones son discutibles). Sin embargo, la genialidad de su táctica de mercadotecnia fue mas que solo por los ingredientes de sus productos.
Productos de maquillaje y belleza ya no podían hacer afirmaciones científicas sin fundamento. La industria se estaba volviendo más y más regulado. Pero no había nada que impida la marca de aludir a la ciencia. Los empleados de Clinique, que se visten de chaquetas blancas médica son conocido como consultores. El embalaje de los productos utiliza un color verde y son reminiscentes a los uniformes médicos. Y Irving Penn, un fotógrafo de moda famoso, creó el estilo visual de la marca icónica de resaltar el producto envasado y no con modelos de rostro lozano.
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