Curious About: Makeup Names
Where do your favorite beauty products get their witty names?
A lady dare not opt for a simple red lipstick when she could dab on Dragon Girl, Red Smile or Ruby Woo. Aside from the matter of needing an organizing principle for the variety of shades, makeup brands employ different processes to concoct the names of the products in our makeup pouches.
But HOW do they pick the perfect name?
- Thirty years ago nail polish shades were named by number. How boring! According to Essie Weingarten, founder of Essie, they were the first to add clever shade names to polish to make it fun and memorable for women.
- For another purveyor of nail polish, a stellar combo of locations and food inspires the OPI naming process. Back in 2013, Suzi Weiss-Fischmann, OPI Co-Founder & Executive VP, explained her process:
"We start with a geographic location--and then play on that region. We have six core people from marketing, advertising, and we always invite a guest at the company to join us. We sit in a room for 6-8 hours and we eat the [authentic] food from the area and discuss names."
- For MAC's James Gager, Creative Director And Senior Vice President, naming beauty products is all about telling a story. In a Refinery 29 article, Gager talks about pulling inspiration from pop culture, movies, magazines and talking to interesting people. Like a top secret mission, they even have code names for their collections before they are officially released!
- Too Faced's Jerrod Blandino, Co-Founder And Creative Director, also considers himself a "culture vulture." With bold names like Better Than Sex mascara, Blandino acknowledges not every name that's dreamed up makes the cut. It's like a naming hangover. He told Refinery 29, "sometimes we think we're being so clever or funny, and the next day we go over the lineup and think, Were we high? It's part of the process.”
So there's no magic formula other than mixing up some good ol' fashioned creativity.
What are you curious about? Leave a comment & let me know.
[Image Source: Open Grid Scheduler]