Abstract:
 A brand is a unity of language literature and national culture. Signs of goods in different countries have their own inherent different culture，it is full of different cultural characteristics. In the course of translation of cosmetic brands, we should pay more attention to different cultural values, taboos and psychology，otherwise they may result in cultural conflict and affect the success or failure of a product image and sales. With the globalization of world economy, a large number of world famous cosmetic brands have appeared on the market. With the growth of cosmetic requirements and prosperity of cosmetic industry. The translation quality of cosmetic brands is full of great importance because it directly influences the cosmetic products’ sales. In the translation practice of cosmetic brands, the basic factors such as ethnic culture, women consumption psychology and mass taste should be taken into account, which are closely related to the image and connotation of cosmetic brands. Guided by the principle of culture equivalence, this thesis intends to make a brief study of cosmetics and cosmetic brands, points out that the existing problems in the cosmetic brand name translation in domestic and overseas are neglecting the cultural differences. What is more, in order to avoid the cultural conflicts in translation, some common skills, including transliteration, semantic translation and trans-semantic translation and some unique skills are provided.

Key words: cosmetic brands; cultural differences; translation skills

摘要：
商标是语言文字和民族文化的统一体。不同国家的商品标牌中蕴含着各自不同的文化，具有不同的文化特色。在翻译中国商标时要特别注意英汉文化价值观念、文化禁忌和文化心理的差异，否则，就有可能产生中外文化冲突，最终直接影响产品形象和销售。随着经济全球一体化，大量的世界知名化妆品出现在市场上，人们对化妆品需求的增长和化妆品行业的繁荣，一个好的化妆品品牌翻译变得非常重要，它直接影响到化妆产品的销量。在化妆品品牌的翻译实践中，应当考虑到少数民族的文化因素，女性的消费心理和大众口味等因素，这与化妆品品牌的形象和内涵有密切的关系。在文化等效原则的指导下，本论文对一些化妆品及其品牌做了一些基本的研究，指出在忽略了文化差异的前提下，中外化妆品品牌翻译存在的一系列问题。并就此拟出一些避免文化冲突的化妆品品牌翻译方法，包括最常用的音译法，意译法，音意兼译法和一些独特的方法。

关键词：化妆品商标；文化差异；翻译技巧

1 Introduction
Nida once remarked, “For truly successful translation, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function” (Eugene, 1993:53). As far as the function is concerned, translation is the tie and bridge by using the language as a tool to link different cultures. Language is a part of culture and plays a very important role in it; on the other hand, language is influenced and shaped by culture, and therefore reflects culture. Translation is in its essence a cultural phenomenon; it not only deals with two sets of code systems, but also the two cultures which the source and target languages embody (Li, 2009). Nowadays translation of brand names is getting important in globalization of economy and is vital to companies that do businesses in foreign countries.