French Skincare Products

French Skincare Products

Using European languages to create product names and company names for American brands can be a strategy or a step seriously wrong. This is when it works and why.

What do Häagen-Dazs, Saint Benoît and Clinique have in common? Answer: they are all successful European brand names of equipment manufactured here in the U.S. good old A. They're also living proof that one of the most effective ways telegraph luxury or premium quality is to use a product name or company name that is derived from a European language. And while many American consumers are hip this trick by now, most do not mind being seduced with a European who comes in if the product delivers on its promise.

The vaguely Scandinavian brand Häagen-Dazs was coined in 1959-by two Polish immigrants living in the Bronx to give ex-World style to its line of ice cream. The strategic appointment worked, and the super-frozen premium soared to success with its incorrectly placed umlaut. Similarly, the product name Clinique adds French prestige to a line skin care and makeup of Estée Lauder (itself a "Francophile" version of Josephine Esther Lauder, one of the company founders). And in a more small, local, Saint Benoît has created a good bit of a stir and premium-price control with their small lots, French-style yogurt, even though it is "craft" in Sonoma County, California.

Conclusion: when branding products for American audiences, the sounding names abroad can play off stereotypes of other nations and associations which maintain activation at a preconscious level. For example, product names French may suggest luxury and premium quality, names of Italian products, sensuality and high fashion (or at least great espresso) Scandinavian names, products higher milk and pure water ice and vodka, and German names, impeccable automotive engineering.

Only one catch with the foreign brand: you have to make sure their products are in tune with, and can live up to its European Mysticism. An ultra-rich, like Haagen-Dazs ice cream can easily realize the promise of its name. (As can Saint Benoît creamy yogurt, developed by brothers who grew up in France, where food as mere local handmade yogurt are more of a tradition.) On the other hand, is a mediocre ice cream with a fancy name of the product only come across European as pretentious and silly.

Of course, if you're very, very intelligent, even a place for foreign brand ironic that turns upon the claim implication of names that sound abroad. Witness the success of LeSportsac, the iconic company's U.S. brokerage, whose bags are "proudly Made in the USA. "tongue in cheek coined name blends Old World panache with street intelligence New World to suggest a brand that both elegant, practical and sophisticated in a hip kind of way. That is perhaps the best of all worlds.

So could a European-name that sounds right for your brand? Before continuing on this path, ask yourself:

• Do the associations invoked the name of Europeans fit your brand and your personality?

• Are the central associations of your brand positioning?

• What language / s are most appropriate? (Italian, for example, tends to be livelier and more masculine in tone than French, which has a softer feel.)

• Is you overlooking another, more direct route to the same message? (If your maple syrup is made in picturesque Vermont, for example, what you really need for hiking France for an evocative name?)

• And finally, can the brand deliver on the promise inherent superior quality or luxury certain European languages evoke?

About the Author:

Burt Alper, Principal, Catchword – a full-service naming firm that specializes in creating company names and product names that stand out in the marketplace and engage customers in fresh ways. For more information, call 510.628.0080 ext.101. And check out the Catch This naming blog.

Article Source: ArticlesBase.com - Romancing the Product: the Power of European Brand Names

What are your favorite products from Sephora?

makeup, perfume, skin care, nothing. http://www.sephora.com and whether they could help me out ... Sephora does not sell French manicure kit in stores? http://www.sephora.com/browse/product.jhtml?id=P10018&categoryId=3902 please tell me if he saw it in your store (online) thanks!

ahaha I was there yesterday! everything works so well and I love it there! I do not know if they have this exact kit, but have a good thing I bought that I love! Also, if you have pimples, sometimes link below and if color you want is amazing Also check the second link if you are sick of Ur mask the third link us! I love these! and really really work! Try It

Sephora Haul- French Mani, Skin Care Products, Etc

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