Beauty Store Business

SEP 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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50 September 2018 | beautystorebusiness.com Beauty executives disclose the meanings behind the brand names they created. H ave you ever wondered where the brands you stock got their names? The origin of most names bears a meaningful story. Some names have become so familiar to us that we've forgotten that they're invented words–or that they even have a special significance. From acronyms and places to words borrowed from other languages, where do your customers' favorite brand names originate, and what do they mean? To find out, we contacted beauty executives and founders to see how they decided that a name was the one. For these entrepreneurs, their brand names have deep, complex histories, proving that a brand's story really begins at the beginning. Below, you'll discover how some of the most recognizable names in cosmetics, skin care, hot tools and hair care came to be–you'll never look at your store's brands the same way! –Emilie Branch NuMe Sabrina Maren, founder "It was a new venture that I completely created by myself, so NuMe, as in 'New Me,' seemed to fit. I wanted to create a brand that believed great hair starts with great styling tools. That's why we create easy-to-use, technology-driven hairstyling tools that focus on hair health and lasting results." Chuda Dr. Elena Ocher, founder "We actually didn't have a name for quite a long time. We had a patient that kept calling the product a miracle, so we came up with the name Chuda–which means 'miracle' in Russian. We thought it was perfect, given that the product's essential ingredient is created in Russia. The name not only spoke to the roots of the line but was also easy to pronounce!" Lime Crime Doe Deere, founder "I came up with the name Lime Crime for this colorful beauty brand because (lime) green was my favorite shade at the time, and the irreverent rhyme made it fun, catchy and unforgettable. Lime Crime stands for breaking the rules, doing things your way and boldly expressing who you are–with color. It's about beauty with a touch of rebellion!" It's a 10 Hair Care Carolyn Aronson, founder and CEO "We cater to all and promote healthy beauty. Our line's miraculous 10-in-1 benefits work on all types of hair, hence our name. In an industry with both an ethnic haircare aisle and a nonethnic haircare aisle, It's a 10 Hair Care will be in both–we make all hair types healthier." BEHIND BEHIND BRAND THE NAME BRAND BRAND

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