Nioxin Laboratories: Turning Hair Growth into Global Market Growth
A Success Story in Multilingual Marketing
 Executive Summary
Nioxin Research Laboratories is one of the largest privately held hair treatment companies in the world. Their bionutrients and hair products provide hair treatment to consumers in over 20 countries from around the world. To better serve one of the fastest growing markets, the U.S. Hispanic population, Nioxin knew that it had to translate its message into Spanish. With a full suite of global marketing services, including translation and multilingual desktop publishing capabilities, New-Global delivered to meet Nioxin’s needs.
Business Challenge
For years, Nioxin Laboratories had produced its marketing materials and documentation in English. At the same time, the company continued to expand its line of bionutrients and hair treatment products throughout the globe. As a result, there was a disconnect between global sales to consumers and the language used in marketing. In order to truly reach these global consumers, Nioxin needed to translate its message from English to the local language of its markets.
The first multilingual imperative was clear: With over $600 billion in purchasing power and a rapidly growing population already comprising fully 33% of the U.S. total, the Hispanic market in the U.S. was the new consumer opportunity that could not be ignored.
However, as the competitive landscape was already becoming dominated by global powerhouses such as Procter & Gamble and Johnson & Johnson, Nioxin had to move quickly.
Nioxin’s business goal was to rapidly translate its body of marketing materials into Spanish. With numerous different materials, various incompatible file formats, and highly technical information combined with polished marketing copy, this task was easier said than done.
Nioxin knew that it needed a professional translation service who could easily operate with numerous file formats, understand the technical details of the bionutrient products, and produce final marketing materials in Spanish that were both technically correct and a pleasure to read — all under an extremely tight deadline.
New-Global Meets the Challenge
New-Global rose to Nioxin’s business challenge by coordinating the large scale project amongst an internal team at Nioxin, a partner marketing company, and New-Global’s own team of translation marketing professionals.
New-Global efficiently managed the global marketing process which involved numerous steps and a number of different parties. The first step involved an in-depth analysis and understanding of Nioxin’s products, as well as their target market, and their current marketing message in English.
By better understanding Nioxin’s goals, New-Global was able to tailor the final Spanish marketing materials to specifically meet their target audience. Once the message was clear, New-Global began the process of translation and localization of the marketing message into a language that effectively reached Hispanic consumers, but at the same time accurately conveyed the details of the bionutrient products which came to define the Nioxin brand. In the final step, after the marketing copy was produced in Spanish, New-Global’s technical team began the process of producing the marketing materials across several DTP applications on both Macintosh and PC platforms.
The final result was the successful production of Nioxin’s high quality marketing materials in a language that would directly touch the U.S. Hispanic consumer. As a result of New-Global’s expertise in multilingual marketing and translation services, Nioxin’s hair treatment products are now published in Spanish and are understood and used by a rapidly growing market of Hispanic consumers from the U.S. to Latin America. |
