THG’s Partnership with Lookfantastic
As the world’s largest beauty e-tailer with a 71% international sales mix, localisation is central to Lookfantastic’s global strategy. Our partnership focused on optimising their translation process, leading to a dramatic reduction in spend and time-to-market, alongside a significant uplift in site visits and revenue.
The Challenge
With over 26,000 products from 660 brands, Lookfantastic needed a localisation partner who could handle immense scale and complexity while delivering measurable results for its global customer base. The key was to improve efficiency and drive international growth through high-quality, optimised content.
The Solution
THG Fluently provided a comprehensive localisation strategy across the EMEA & APAC regions.
- Content Localisation: We translated a wide range of content, including video scripts, product descriptions, labels, ingredients, marketing materials, and checkout/email flows.
- Customised workflows: We designed customised workflow based on content type and business objectives. From full transcreation of hero content, creative marketing translations, machine translation + post editing right through to MT + AI enhanced only outputs for lower traffic pages. Empowering the client to have greater control of their investment in the areas that drive the greatest impact.
- Specialist Linguists: We used transcreation specialists for marketing and product description content to ensure the brand voice was captured perfectly.
- Technical Optimisation: Our work included optimising on-page text presentation for three Asian languages and managing SEO and metadata across all localised sites.
- Centralised Assets: We implemented and managed glossaries and Translation Memory across all localised sites to ensure consistency and efficiency.
Key Outcomes & Results
The results of our optimised workflows were clear and impactful, achieved over a single year.
- Revenue Growth: In just one month, optimised translations led to a 94% uplift in visits, a 74% rise in quantity sold, and a 67% increase in gross revenue.
- Cost & Time Savings: We achieved a 68% reduction in spend and a 50% reduction in time-to-market.
- Quality Assurance: 77% of their entire content met their MQM (Multidimensional Quality Metrics) scoring targets on automated AI published workflows.