Cultures Connection se unió a Sephora para el lanzamiento de su nueva Colección 2018

Interpretation is in the air in Paris

Cultures Connection collaborated with the French brand Sephora to organize its new 2018 Collection launch with a simultaneous interpretation service.

Cultures Connection travelled to Paris, the city of fashion, where the multinational cosmetics and perfume company Sephora presented its new 2018 Collection on the 3rd of October. The agency provided a simultaneous interpretation service so that the French company could inform their team in Poland about the new products that they will be working with next season.

Over the course of a full day, at its headquarters in the French capital, Sephora hosted a group of 30 Polish employees that travelled specifically for the occasion, offering them a training course for the launch of the new items in personal care showcased by the brand.

French directors gave them a first glimpse of company’s current affairs both in the world and in Poland. Later, talks were provided with recommendations on good practice to achieve a high-quality working partnership and to improve consumer experiences, based on the company values: innovation, trust and entertainment to attain beauty.

Sephora is at the forefront in this aspect and well-known for having revolutionised the market in 2015, by opening lab-stores 3.0 in San Francisco and Paris in order to embrace mobile and digital experiences at the point of sale. For example, the customers can smell the fragrances of available perfumes via a touch screen with a fan, or take pictures of their faces to obtain their IQ Color.  Clearly, this is more than just a beauty brand as it continues to produce inventive work to improve its products and services.

Member of the French luxury conglomerate LVMH, Sephora has 2519 branches in 35 countries and is the No.1 retail firm of specialised beauty products, according to the market research company Euromonitor International. In Poland, it also leads the cosmetic industry with a presence in the capital, Warsaw, and many other major cities.

Trust in the quality of interpretation

For a second time, Sephora and Cultures Connection have collaborated to organise an international business event. In this opportunity, the agency hired two English-Polish interpreters to carry out simultaneous interpretation services over the whole day.

Ela and Pia, the professional interpreters who served as the link between the French management and the Polish team, used an inforport case for a light but equally as effective transmission to that of a soundproof cabin. Seeing as it was a small audience and as the event only lasted one day, the use of microphones and receivers in the meeting allowed the speakers, the interpreters and the audience to communicate and move around easily. It is worth noting that the cost of the infoport case is significantly less than that of the cabin.

Simultaneous interpretation is the oral translation of a speech in real time. Whether in a soundproof cabin or next to the speaker, the interpreter should have the expertise to be able to adapt the contents of one language to another in a matter of seconds. This work differs from consecutive interpretation, in which a professional has more time and takes notes of a speech over no more than three minutes and then transmits their own version. Simultaneous interpretation lasts as long as the speaker’s speech and the event should not lengthen.

For this reason, when looking to organise a successful simultaneous interpretation event, it is essential that the interpreters know the languages inside out as well as the idiosyncrasy of their individual cultures. They also need to have expertise on the themes of the speech and have a particularly accomplished memory in order to retain and reproduce exactly the words and messages that the speaker wishes to share.

Ela and Pia received an information leaflet that set out the agenda of activities and detailed the specific vocabulary used in this particular commercial field. As is the norm in the interpreting profession, they changed every 30 minutes so the other could relax and the quality of the interpretation would not decline. There was a great sense of satisfaction in the room by the end; a job well done.

Translation into English: William Steel

Discover our interpretation services.

This article has been written by Gonzalo Olaberría

Before starting as a Digital Content Manager at Cultures Connection, he worked in Argentina as a journalist for national newspapers and magazines, and as a consultant in political and corporate communication.