Clinique Makeup Bag
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CLINIQUE COSMETIC/MAKEUP BAG – NEW BEAUTY! $3.99 |
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CLINIQUE COSMETIC BAG – NEW $0.99 |
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RoC Retinol Correxion Eye Cream, 0.5-Ounce Tube $5.99 Eyes that Sparkle with Joy Need something thatÆll brighten the area around your eyes? Try RoC Eye Cream. Formulated with advanced age-fighting technology, it aims at diminishing puffiness, fine lines, wrinkles, under-eye dark circles and crowÆs feet to promote brighter, clearer and younger-looking skin. It also boosts skin elasticity making your skin look resilient and healthy. Improves s… |
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Clinique Moisture Surge Extended Thirst Relief 15ml Mini UNBOX 15 ml / 0.5oz $4.99 Clinique Moisture Surge Extended Thirst Relief for All Skin Types UNBOXEnjoy rapid refreshment and a full 12 hours of soothing moisture with an addictive by-a-waterfall feel. Advanced hydration boosters and a new botanical blend hold skin’s moistu… |
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Clinique New! Spring 2012 Gift Set with 7 Daily Essentials $20.99 Colour Surge Eye Shadow Quad (pink or neutral), Chubby Stick Moisturizing Lip Colour Balm Super Strawberry or Mega Melon, 7-day Scrub Cream Rinse-Off Formula, Dramatically Different Moisturizing Lotion, Lash Doubling Mascara 01 Black, and 2 Cosmetics bag set…. |
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Clinique Fabric Floral Makeup Travel Cosmetic Bag (1 regular +1 mini bags) $4.99 … |
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Cute! Cosmetic Makeup Bag Case Multi Color Peace Signs Small $4.50 Perfect Size to hold all of your nail polish bottles! Size : 8w X 5h X 5.5d in. Material : Canvas Description: * MONOGRAMMABLE * Zipper Closure * Zebra Print Canvas Color : Multi… |
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MAC EYE SHADOW VENOMOUS VILLAINS ” HER ALTER IMAGE ” LE $17.49 |
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MAC – Mixed LOT 9 (NIB) 5 Pigments, Blush, KOHL, Eye/lip liner, 2in1 Lipgloss $30.00 |
Romancing the Product: The Power of European Brand Names by Burt Alper
Using European languages to create product names and company names for American brands can be a powerful strategy or a serious misstep. Hereâs when it works, and why.
What do Hagen-Dazs, Saint Benot and Clinique have in common? Answer: theyâre all successful European brand names for stuff manufactured right here in the good old U.S. of A. Theyâre also living proof that one of the most effective ways to telegraph luxury or premium quality is to use a product name or company name thatâs derived from a European language. And even though many American consumers are hip to this trick by now, most donât mind being seduced with a European come-on if the product lives up to its promise.
The vaguely Scandinavian brand name Hagen-Dazs was coined in 1959â”by two Polish immigrants living in the Bronxâ”to lend Old World flair to their line of ice creams. The strategic naming worked, and the super-premium ice cream soared to success with its incorrectly placed umlaut. Similarly, the product name Clinique adds French cachet to a skincare and makeup line from Este Lauder (itself a âFrenchifiedâ version of Josephine Esther Lauder, one of the companyâs founders). And on a smaller, local scale, Saint Benot has created a nice little stirâ”and is commanding premium pricesâ”with its small-batch, French-style yogurt, even though itâs âcraftedâ in Sonoma County, California.
Bottom line: when branding products for American audiences, foreign-sounding names can play off stereotypes of other nations and trigger associations we retain on a preconscious level. For instance, French product names can suggest luxury and premium quality; Italian product names, sexiness and high fashion (or at least great espresso); Scandinavian names, superior milk products and icy pure water and vodka; and German names, impeccable automotive engineering.
Thereâs only one catch with foreign branding: you have to make sure your products are in synch with, and can live up to, their European mystique. An ultra-rich ice cream like Hagen-Dazs can easily make good on the promise its name makes. (As can Saint Benotâs creamy yogurt, developed by brothers who grew up in France, where simple local foods like hand-crafted yogurt are more of a tradition.) On the other hand, a mediocre ice cream with a fancy European product name will only come across as pretentious and silly.
Of course if youâre really, really clever, thereâs even a place for ironic foreign branding that plays off the implicit pretension of certain foreign-sounding names. Witness the success of LeSportsac, the iconic American bag company whose bags are âproudly manufactured in the US.â Its tongue-in-cheek coined name blends Old World panache with New World street smarts, to suggest a brand thatâs both chic and practicalâ”and sophisticated in a hip kind of way. Which is, perhaps, the best of all worlds.
So could a European-sounding name be right for your brand? Before you proceed down this road ask yourself:
â Do the associations invoked by a European name fit your brand and its personality?
â Are the associations central to your brandâs positioning?
â Which language/s are most appropriate? (Italian, for example, tends to be livelier and more masculine in tone than French, which has a softer feel.)
â Are you overlooking another, more direct route to the same message? (If your maple syrup is made in picturesque Vermont, for example, do you really need to go trekking to France for an evocative name?)
â And finally: can your brand deliver on the inherent promise of superior quality or luxury certain European languages evoke?
Burt Alper, Principal, Catchword – a full-service naming firm that creates company names and product names in more mother tongues than you can imagine-including English. Contact us at 510.628.0080 ext. 101. And check out the Catch This naming blog.
Article Source: http://www.earticlesonline.com/Article/Romancing-the-Product–The-Power-of-European-Brand-Names/415761