EnroushBrand Localization for the Finnish Market
Enroush is a female hygiene company taking its foothold in the Finnish market. MS Agency worked as their website development team, localizing their brand language to match Finnish consumer language, while preserving the recognizable, elegant Enroush tone of voice.
Enroush: challenge, solution and results
Enroush is a female hygiene company expanding into Finland. We worked as their website development team in localizing their brand language to match Finnish consumer language. The project included website translation as well as the localization of newsletters and other digital marketing materials.
Finnish is a particularly tricky language to translate into. There are essentially three parallel registers: fully literal 'word-for-word' Finnish, formal written Finnish (kirjakieli), and spoken Finnish (puhekieli). What works in a formal product instruction sounds stiff in a social caption, and vice versa. Finnish consumers also instantly notice when copy has been translated directly from English: the tone disappears, the rhythm breaks, and the brand voice starts to feel foreign.
The hardest part of the project was translating the content so that the tone of voice stayed consistent across every channel, even though a 100% direct translation into Finnish is simply not possible. We solved this by building Enroush a Finnish brand voice that honors the original style but speaks to the Finnish woman in her own language, naturally, warmly and elegantly. We localized the key messages, microcopy, product descriptions and newsletter templates so that every touchpoint feels unified.
The result: the elegant Enroush brand is ready for the Finnish market. The website and marketing materials speak a Finnish that doesn't feel translated, it feels like Enroush, while preserving the international brand voice customers have already fallen in love with on other markets.
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