These are just a few examples of how decisively \u201cempowerment\u201d has become part of the beauty landscape.<\/p>\n
Culturally, most languages have yet to adopt a single term for so many different contexts, a single term serving as a beacon of hope, a call to action to take control and surpass one\u2019s own expectations \u2013 a push button of sorts that can be used to elicit a sense of feel-good transcendence.<\/p>\n
In French, for example, there truly is no easy way to translate the above messages with a single term that would carry the same weight as \u201cempowerment\u201d in English. Mademoizelle<\/em> online may be promoting the use of \u201cempouvoirement<\/a>\u201d but, for now, the term does not have the same rooted presence in the French language. It is also nearly impossible to apply without raising eyebrows…<\/p>\n What translators are forced to do is resort to paraphrasing, which in and of itself is exactly what they must do.\u00a0 The one thing they should not do, however, is ignore the importance that this term and this concept hold for American brands.<\/p>\n It can be argued that translating \/ transcreating beauty copy also requires an equal measure of localization to the target audience, which may or may not harbor the same level of concern for underscoring the possibility for human growth, for a woman\u2019s right to live her life to the fullest and to feel strong and independent.<\/p>\n But as a translator you cannot skip over, blithely ignore or wish this part of the message away \u2013 especially when it reflects brand values and identity.\u00a0 We must remember that exposure to foreign values and new ideas can be enriching and mind-opening even when buying hair gel (and why not?)!<\/p>\n
![\"o-ROSIE-THE-RIVETER-570\"](\"http:\/\/www.beautyterm.com\/wp-content\/uploads\/2018\/03\/o-ROSIE-THE-RIVETER-570-232x300.jpg\")
<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"