Fritinancy

New work: CIMA

The beauty-education industry serves a diverse, mostly female population of instructors, students, and beauty-school owners. Many students come to beauty-school programs with only a high school degree; instructors may have community-college backgrounds or four-year degrees; owners usually have a bachelor’s degree.

That educational diversity was one of my challenges when I was asked by Milady, a leader in beauty education and certification, to name the company’s new digital learning system. A second challenge: communicating “innovation.” Milady is well established and respected—it’s an industry pioneer—but not as closely associated with technological advances as some of its younger competitors.

Meet CIMA, a name to position Milady for a dynamic future while honoring the company’s heritage.

 

 

Dry bar vs. Drybar®

On Saturday, January 18, a new “alcohol-free joint” called Bizzy’s Dry Bar is opening in Oakland’s Uptown neighborhood.

 

According to a story in Berkeleyside, the bar’s menu will feature “mocktails, shots, beer and wine — all completely free of alcohol”—and the mocktails will be made with “non-alcoholic gin, whiskey and other botanical spirits from makers like Seedlip Spirits and Ritual.”

I searched in vain for a story behind the “Bizzy’s” name, but the truth is I’m more interested in “dry bar.” Because for a decade or so, this is what those words have evoked for lots of us:

A Drybar® in Hoboken, New Jersey. (Via Hoboken Girl)

 

Pharmed out

Almost exactly ten years ago I spotted what I thought was the most embarrassing name ever attached to a beauty brand: Sophistry.

It’s still in business under that wildly inappropriate name.

 

Today, however, thanks to Twitter follower Sam C., I met the new contender for the title: Pharmaciopy.

Because science.

 

 

August linkfest

The Ohio State University definitely wants you to associate it with the definite article: The institution has applied for trademark protection for THE for use on shirts and hats. (h/t Alex Johnson)

Don’t look so surprised, says trademark lawyer Ed Timberlake.

In case anybody's curious:

THE

is already a registered trademark
(for cell phone battery chargers)https://t.co/ZFrC8ZUuEN#trademarks pic.twitter.com/NpmUxrq7pW

— Trademarks Are Magic (@TimberlakeLaw) August 14, 2019

Meanwhile, the University OF Michigan would also like a word. 

™ pic.twitter.com/bx2vTBUtst

— University of Michigan (@UMich) August 14, 2019

*

New name beat: Fifth City

Maybe it’s because I was reading The Fifth Risk, Michael Lewis’s 2018 book about how the current administration in Washington is “government led by the uninterested,” as NPR put it, but my first response to the announcement last week of the Fifth City makeup brand was: What are the first, second, third, and fourth cities?

It could have been worse: They could have called it Fifth Place.

 

Retail watch: Three good names

Women’s-wear retailer Anthropologie is launching a new “inclusively sized” (women’s 16 to 26) collection today. The collection’s name is clear, simple, and elegant: APlus.

 

Anthropologie’s last foray into fashion sub-branding was the misbegotten BHLDN, which I wrote about in 2011. I am happy to report that APlus is a vast improvement: The capital A evokes the parent brand, and the “plus” in this context is positive rather than pejorative. My favorite label for this category remains Alexander McCall Smith’s “traditionally sized,” but APlus gets a high grade from me, too.

(For more on the use of “plus” in retail – you may be interested to know that at one time in U.S. history the category was called “stout” – see my 2015 post “Plus Is Equal.”)

Lit names

No, not that “lit.” These brand names are inspired by literature and borrowed from the language of … well, language. Why? I can only guess. Maybe they want to communicate something about creativity and inspiration, but who knows? The names appear literary, but the stories their owners are telling are mysteries. And sometimes, as Dr. Freud might have said, a trend is just a trend.

Names in the wild(ish)

Some names I’ve noticed lately, for better or for worse, on my travels in the real and virtual worlds.

I spent a few days in Chicago in late April, where I spotted these Ostrim “sports nutrition meat snacks” on display at a Freshii quick-serve “wellness” restaurant. (Freshii is worth a brief sidebar. The company, which was founded in 2005 and is based in Toronto, has a peppy online presence and a brand-enforcing fondness for double-i’s: A limited-time menu special is called Biiblos – no, I don’t know what that means – and the store payment card is called Monii. “Let’s transfer energii!” chirps the copy.)

 

 

As for Ostrim, as far as I can tell, the product name is a blend of ostrich and trim, probably because the original “meat snacks” were made from ostrich. Today, though – 22 years after the company’s founding in Greensburg, Pennsylvania – Ostrim snacks are equally as likely to contain beef, elk, chicken, or turkey. Moral: Don’t box yourself in with a name that can’t grow with your company.

Also: Consider how your name might be misinterpreted.

Sounds like bone support and weight loss all in one - with surprise ostrich.

— Jessica Stone Levy (@BeautyMarks) April 28, 2018

 

What season is it?

Why, ’tis the ’tis-the-season season!

Back to (brand) school

Welcome, students! Here’s your curriculum for the semester:

 

Anthropologie

Course description: “Founded in Wayne, Pennsylvania in the autumn of 1992, Anthropologie remains a destination for women wanting a curated mix of clothing, accessories, gifts and home décor that reflects their personal style and fuels their lives' passions, from fashion to art to entertaining.”

Extra credit: Anthropologie has a charitable division called Philanthropie.

 

Checknology

Course description: “Get connected today and take control of your money like never before.”

Instructor: Central Bank, Edmond, Oklahoma.