Hallyu ‘the Korean wave’ continues to skyrocket across the globe. Undeniably, the world has fallen in love with everything K; from music and food to fashion and beauty. The Korean love of beauty is nothing new however – something K-makeup brand, ELROEL has known for some time. Enjoying a presence in a bevy of countries including Chile, Finland, Italy, Vietnam and Canada, ELROEL is ready to share its beauty secrets with Australia too. The client commissioned WordSauce to create a tone of voice that would sit comfortably with an Aussie audience and develop inspiring language for a ‘Look Book’ document designed to introduce the brand to local markets. Over 45 ELROEL products also required an overhaul, to ensure existing content for ingredients, descriptions and directions translated seamlessly into Australian English.