How to be Mindful in Labelling your Beauty Brand without Leaving a Stain

Photo credit: Happy Skin FB Page

Admit it.

When you shop for a new item, does the name or brand of the item affects your buying decision?

Some might say no (hello practical ones!) and others might say yes (hello for picky and conscious shoppers!).

Branding is important and very crucial. You've read many articles online about how important having a good brand, because a good brand is a good asset.

Same in the family - having a good family name (brand) also translates a remarkable identity, and a good reputation. And you became so proud to carry that legacy and passes it to your next generation.

Do the reverse, and you will suffer the pain and consequences.

That's why many marketers and brand aficionados are very conscious on choosing the right brand or label for the product. Getting the right label and positioning it to the right market will give you a good benefits in return, and who doesn't want a good conversion after your long months, or years of preparation, right?

So when I saw another beauty brand mishaps last night, I couldn't help but to share my opinions about it.

I made a graphic illustration so you would know what I mean.

screen grab from Happy Skin Facebook

We all know that the beauty industry is now a billion-dollar worth of industry and the competition is super tough, that others are willing to kill-it (figuratively) just to make it to the top. And there are many beauty brands even got to the point of gambling their names and labels for the sake of attention (remember when Kylie Cosmetics Blush collection with shades in Barely Legal, X Rated, and Virginity, or that controversial Jeffree Star's lipstick that glamorized female genital mutilation).

Historically speaking, lipstick have a huge part of the world women's' history. According to Diane Ackerman the author of A Natural History of the Senses, "that our lips reminds us of the labia, because they flush red and swell when they’re aroused, which is the conscious or subconscious reason women have always made them look even redder with lipstick. Back in the 19th century, when any form of makeup was taboo, women who wore lipstick was considered sexually available. Not until in 1938 when cosmetic maker Volupte when he produces many shades of reds and pinks lipsticks.

So when this local cult beauty brand released their new collection of lippies, and one of those shades  has a name synonymous to a vulgar word, a good and mindful marketer will immediately noticed the RED FLAG.

Unless your target market are the millennials and above - aka Adults.

However, if your label's market are those who are still on diapers and living in their Mom's roof - then that is another RED FLAG.

Brands and labels should have more basis and if necessary triple check all the labels before approving the final copy. Having a label with other vulgar meaning will not pass to the other market (like, you can't expect that this shade label will pass the Muslim territory market, unless you changed it).  

We get it, sex sells. However, use this market ideology wisely and strategically in order not to leave a stain in your brand, your legacy, or even your talents' reputation. Misinterpretation is such a huge blow.

Or maybe this is their new publicity stunt. Oh well, that stained deep. And hope they have good detergent to wiped it off soon.

Sometimes, a simple English word or name never hurts.

Have you ever encounter other brand mishaps? I would love to know your thoughts below!


xoxo, Blair

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