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Beauty Alliteration

The beauty industry is a mammoth scale one and as much as magazines try to provide honest reviews of each product, it’s further from the truth than you would imagine as long as advertising money is at stake. And it is a whole other feat for beauty companies themselves to market product after product.

Naming is a big factor in determining if a product catches on or not. Which brings us to the whole surge for AA, BB, CC, DD and EE creams. As redundant as they sound, the names catch on since they’re alliterations, which is a notorious stylistic device used for emphasis and engagement.

However, when alliteration is overdone, it risks losing its expressive stylistic allure. According to Ernst & Young, up to 80% of new products launched fail each year primarily due to lack of differentiation from competitors (whether by way of names or the actual product). So why is it that the beauty industry is continuing down the path of ‘alliteration naming’?

We did a little digging and found that old beauty products did employ alliteration but more often than not they relied on being playful with alliteration as opposed to forming acronyms. Perhaps, there was a greater need for differentiation at that time, considering it was a burgeoning industry where consumers were still figuring out what they needed in their routine. Now, the tables are turned. Consumers know what they want but just don’t know which brand to adopt. And the names aren’t helping.

How about the industry take on another naming device? A little palindrome action is bound to get consumers thinking – Never odd or even.

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