Baffled. Enthralled. Amused. Maybe actually insulted. Those are just a few of the responses you might experience when encountering the nail polish name. But regardless of the emotion it elicits, top-marketing professionals agree that the name of the color is nearly as important as the colour itself.
So who manages such an important task? It all is dependent.
At Lippmann Gloss, founder, creator, and CEO Deborah Lippmann develops the names herself. Thinking of her passion for music plus singing, it is not a coincidence that will she uses popular song game titles like “Baby Blue Eyes” plus “Across the Universe” as brands for her shades. Shade naming can also be very personal for Essie originator Essie Weingarten, whose inspirations incorporate a fascination with Old Hollywood (“Leading Lady”).
For other shine companies, shade naming is a team affair. Suzi Weiss-Fischmann, co-founder/artistic movie director of OPI, gathers together a little group of staffers, and for 6-8 hrs the team reviews previously posted names and brainstorms candidates designed for OPI’s new offerings. A melding of minds is also the method in Butter London: Its names are usually jointly developed by Katie Jane Hughes, the company’s global color ambassador, as well as product development team.
Then there are companies that prefer to use outside branding or advertising firms. Which is how we found ourselves within the delightful position of developing twenty-seven new shade names for Tutti, an upscale nail and health spa located throughout the United States.
Here is a high-level look at how we contacted the project, along with some strategies that might prove useful for brand supervisors, marketing executives, or indie gloss developers tasked with creating monikers for their lacquers.
Base Coat: Before the Naming Starts
As with every single naming project, it is important to have an obvious sense of the company’s customer foundation and the company’s personality; they are vital to name development. Considering Tutti’s placing as an elegant brand and its well-off, more mature market, we immediately eliminated irreverent names; they might work well along with fashion-forward millennials, but they would be off-brand for Tutti.
When naming nail polishes, there is certainly another critical factor to consider: How can you handle color? Should you reference this overtly (e. g., “Double Decker Red” (Rimmel) and “Brown Handbag Lunch” (INM)) or not mention this at all?
Shine names with no direct or metaphorical reference to color can risk appearing silly or random. But when performed well, that approach can lead to extremely creative and memorable monikers that will reinforce the brand. That’s the situation with many of Smith & Cult’s names: “Gay Ponies Dancing within the Snow, ” “Ghost Edit, inch and “Exit the Void, inch for example , are in perfect harmony with all the brand’s rocker-like cool yet still advanced personality.
Others, like Tutti, choose to evoke colour without direct mention. This approach directed us to develop names like “Vintage Chandelier” (clear with sparkling bits), “My Pet Samoyed” (clean white), and “Nugget Noir” (black along with golden sparkles).
Applying the Color: Name Growth
Just like all naming, research is a main part of the creative process. In Tutti’s case, research played an even larger role than usual because we all needed a robust range of multi-hued uncommon and costly things to develop titles for.
Appropriately, we pored over the lore plus history of unusual spices, gems, plus flowers, as well as exclusive travel locations and uncommon fabrics. We read through menus of Michelin-restaurants, drew motivation from classical and contemporary artistry, and delved deep into the planet of fine foods, wines, plus chocolate.
After we had loaded our imaginative colour scheme, we began to play. That included mixing and matching words, developing short phrases, and experimenting with means of bringing unlikely concepts together.
During that process, all of us kept the sound of word mixtures uppermost in mind, as names should please the ear. To achieve this musicality, we relied on alliteration (repetition of words that begin with exactly the same letter), assonance (words sharing exactly the same vowel sound), and consonance (similar sounds in the middle or the end from the words). These stylistic devices resulted in names like “Bungalows in Bora, ” “Brava Callas, inch and “Stolen Kiss Hibiscus. inch
Top Coat: Trademark Factors
Right after generating hundreds of names, we rated each name for its aural, visible, and storytelling appeal. The names with all the highest score were then exposed to a preliminary trademark screening.
Interestingly, during our first screening, we did not encounter several conflicts with other polish shade brands. Though further research is needed prior to drawing any definitive conclusion, it seems the polish industry isn’t race to formally register shade titles.
Regardless, it is best to hire an intellectual property lawyer to screen and assess your own names for risk, and you should look for similar names from aggressive brands that could confuse your customers.
You will also want to stay away from existing brand names. Tiffany Blue? Pepsi Red? Unless granted permission from your owners of the respective marks, it really is wise to stay clear of references to other manufacturers. Similarly, you might want to rethink using the game titles of literary or musical functions unless they are in public domain. (Have a look at River + Wolf’s brand name naming blog for a little more upon trademark issues. ) https://riverandwolf.com/getting-clearer-on-trademarking/
In sum, tone naming is the Holy Grail for many brand name namers because it allows so much space for creative play. That said, it might be never a “Walk in the Park” (Maybelline). So , if you find yourself charged along with naming nail polish shades, hopefully these insights can help.
And if you’re not tasked with this wonderful and daunting job, we’d end up being “Over the Moon” (Color Club) if this glimpse into the wonderful plus sometimes weird world of toenail shade naming heightens your understanding for the beautiful, clever, or just ordinary fun names on the bottom from the bottle.
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