Outstanding Beauty: Study of Publicity Translation and Cultural Diplomatic Value in the Internationalization of Domestic Cosmetic Brands

Abstract

This study delves into the translation strategies employed in the export process of Chinese-style cosmetics, with a primary focus on how these strategies facilitate cultural communication. Emphasis is placed on ensuring accurate and culturally adaptive translation of product packaging, which plays a pivotal role in establishing and maintaining brand cultural identity in international markets. In particular, the proposal of naming lipstick shades after literary works—linking both Chinese and Western literary traditions—demonstrates a novel approach to fostering cross-cultural exchange through product exports. Additionally, marketing strategies are explored, showcasing how this differentiation not only enhances cultural relevance but also strengthens consumer emotional connections. Case studies of TIMAGE and Proya serve to evaluate brand performance in cross-cultural communication, offering valuable insights for the international promotion of Chinese-style cosmetics. The findings of this study suggest innovative directions for combining translation and marketing strategies to further cultural exchange and brand growth globally.