Ever wonder how a company comes up with a name for a new skin care product? Turns out that months and sometimes even years of consumer research take place before it ever happens. Tens or even hundreds of thousands of dollars may be spent before the rejection of some names, the reworking of others and the final selection of one.
Just like any new consumer product – a car, a cereal or a new type of household cleaner – skin care products are named to appeal to a certain segment of the market. Take the following for example:
- Anthelios sunscreens – Anti (for against) and Helios ( from Greek mythology; the sun god)
- Lustra Hydroquinone Cream – Used to treat conditions involving hyperpigmentation (patches of dark skin), one can imagine that Lustra was named to convey ‘lustre’ – brilliance, brightness or luminosity to skin
- Neostrata – Neo for new and strata for skin layers (in Biology, strata is a layer of tissue)
Skin care companies invest a lot of time and money in bringing their brands to market. The name is only one element of the product’s branding – it’s packaging and formulation are likely just as important. But a good name can make a product stand out in an ever crowded marketplace.
