One of our main priorities from the start was renaming the company for three main reasons:
1) Due to its name people assume the brand is only for teenagers - we want the brand to appeal to everyone
2) The brand can be mistaken for the teenage magazine of the same name
3) Following on from the previous reason when searching for the brand on social media it is easier to find the magazine rather than the cosmetics company
First up on our rebranding to-do list was the name, we wanted something different and unique with just one word such as other cosmetic companies such as MAC and MUA.
We also wanted the name to mean something, just like the sports company Nike with its name relating to the Greek goddess of victory. During our research we also found that MAC stands for 'Makeup Art Cosmetics' and MUA stands for 'Make Up Artist'
In a way we decided to follow Nike's footsteps and after reviewing several names for different make-up brands, we decided on the name ‘Cosmético’ to re-brand ‘Seventeen Cosmetics’, which is the Spanish term for ‘Cosmetic’. We decided that this name would be suitable, as it sounded chic, trendy and modern as opposed to the English version. Our blog itself received most of its viewing figures from areas outside of the UK, including countries such as Poland. We then realized that we had a global following, which spurred us onto making our re-brand accessible on a worldwide basis; therefore, a bilingual aspect would be an appropriate aspect to include.
In a way we decided to follow Nike's footsteps and after reviewing several names for different make-up brands, we decided on the name ‘Cosmético’ to re-brand ‘Seventeen Cosmetics’, which is the Spanish term for ‘Cosmetic’. We decided that this name would be suitable, as it sounded chic, trendy and modern as opposed to the English version. Our blog itself received most of its viewing figures from areas outside of the UK, including countries such as Poland. We then realized that we had a global following, which spurred us onto making our re-brand accessible on a worldwide basis; therefore, a bilingual aspect would be an appropriate aspect to include.
Furthermore,
we experimented with other languages, such as Polish, which translated as ‘Kosmetyk’, which also sounded innovative. We wanted to have fun with this task and experiment with not just various languages but even various words hat relate to makeup such as 'glamour' and 'beautiful' and their translations in Spanish, Italian, French, German and even Polish and Latvian!
However, in the end we decided with the Spanish adaptation, as we thought that it would resonate with the audience more. We decided that ‘Seventeen Cosmetics’ wouldn’t suffice as a name, as individuals associate that name with teenagers, even though it is targeted at
young adults too and is even mistaken for the teenage magazine of the same name!
This notion would be perceived abroad as well, as for example
in France, it would be ‘dix-sept produits cosmetiques’. We did not want the consumer market (female adults 18-35)
to become accustomed to the juvenile-sounding name, which is why we changed it.
Moreover, the
name is quick to say, easy to pronounce and adds a chic style onto the brand
overall. It opens up the brand globally, which is essential as make-up is a
growing trend that changes per season, most notably
with the infamous 2014/15 ‘Instagram brow,
which The Cut says can also be called the HD brow or the fade, is apparently
popular among MUAs because it photographs well’ (Hou, 2014,
quoted in Escobar, 2014). This is an example of how make-up has become a
product of globalization essentially, as this trend in particular dominated
social media outlets on a global basis, which shows that make-up styles and
trends are not specific to one country, which is why our name represents an
international status.
We are now looking forward to designing new logos now that we have this new name!
...YorMedia
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