Tag Archives: beauty copy adaptation

The case of a geo-specific beauty brand name: necessary or not?

The skincare brand Olay originated in South Africa in the early 1950s.  Invented by an ex-Unilever employee, the original product went by the name of Oil of Olay, chosen as a spin on its key ingredient “lanolin”.  The thick pink liquid was marketed as an anti-aging ‘beauty fluid’ and in the 1970s the range expanded to include other types of skincare products.

In the 1980s, Oil of Olay was acquired by Proctor & Gamble and in 2000 the group decided to take it global.  So the name was modified in each country to sound “pleasing to consumers”: Oil of Ulay (UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France, Italy, the Netherlands and Germany).

olay-around-the-world

P&G eventually streamlined the brand under a global name, removed the possibly misunderstood word “oil” and eliminated many of the name variations. According to P&G, “the original name no longer fit with what women have come to expect from Olay — a light, greaseless formula.

Today, there’s just “Olaz” (in German-speaking countries) and “Olay” (everywhere else).

Drop us a note, if you’d like to share other similar stories of geo-specific brand names in the field of beauty! We’d love to hear from you!

MEET OUR CLIENT: Nuori, reinventing the concept of freshness in beauty

Beautyterm is proud of its collaboration with Nuori, a new Scandinavian beauty brand hailing from Denmark. Founder Jasmi Bonnen, who previously worked for L’Oréal, has an approach to skincare that borrows from the world of food. She says that fresh is better and more effective:

 ‘We can offer consumers two distinct benefits: higher efficacy of ingredients and purer formulas.’

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Many natural beauty brands have been in fact eagerly embracing this new philosophy.

The brand makes fresh, small batches of products every 12 weeks. The minimalist line, designed by New York agency NR2154 is stamped with two dates: a start-using-by date and an expiry date. Once products pass their dates, they are removed from the shelves and replaced with a fresh batch.

Jasmi plans to experiment with the freshness theme with a series of limited releases featuring seasonal ingredients.

Click on image to read an interview with Jasmi Bonnen

Click on image to read an interview with Jasmi Bonnen

MEET OUR CLIENT: Alpeor Skincare from Switzerland

Founded at the heart of the Swiss Alps, Alpeor proudly asserts its origins and values with high-tech formulas incorporating exclusive botanical complexes. Given its scientific use of rare Alpine plants, the name Alpeor is synonymous with “GOLD FROM THE ALPS”.

Advocating “Beauty Care Made in Switzerland”, Alpeor continues pursuing local and family traditions. The history of the brand began in the 1950s at the Clinique du Bien-être Mirabeau in Montreux. Working together with her sister, the maternal grandmother of founder Alexandre Flueckiger, welcomed and cared for patients from all over Europe, who came to benefit from a healthy lifestyle, the exceptional micro-climate and pure air from the nearby mountains. At the time, the two sisters were already creating beauty elixirs for their patients, who were eager to take them home.

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Drawing on family tradition and combined with Swiss scientific excellence, Alpeor is synonymous with a unique expertise in the application of rare plant ingredients, formulated using the exclusive Bio-Phyto-Complex (BPC) technology which selects only the finest plant extracts and maximizes their efficacy to achieve real and lasting results.

Today, the brand proposes the finest beauty care products which continue this tradition and incorporate the very best features of modern scientific excellence.
The Alpeor range includes expert care which focuses on lasting results to combat aging and the effects of stress and urban living.

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THE VERY BEST OF SWISS KNOW-HOW AND PRECISION are concentrated into these cares which combine avant-garde ingredients, exclusive active formulas and pure Alpine water.

Used in line with our own protocols in beauty institutes around the world, Alpeor products are the ambassadors of Swiss refinement.

RARELY HAVE TECHNICAL PROWESS AND NATURE BEEN SO SUCCESSFULLY MELDED… to achieve perfection and ensure the well-being of women who discover their skin looking brighter, younger and healthier.

Find our Alpeor exclusive beauty treatments in Le Rosey Spa.  Take advantage of a moment of relaxation in an environment of rare beauty.

New and familiar faces from in-cosmetics 2013

Beautyterm attended in-cosmetics 2013 in Paris again and has some pictures to show for it!  Like this one of Innovation Zone, the place for exhibitors to showcase their latest ingredients to visitors.

When it closed its doors last week, in-cosmetics 2013 became the biggest and best attended show to date.

in cosmetics 2013 collage

Who was there:

Our charming clients from Berkem: Myrti’lla, a 100% plant-derived active ingredient from Berkem, was shortlisted for the in-cosmetics Innovation Zone Best Ingredient Award 2013.

The beautiful Imerys exhibit corner manned by a French and British team.  Imerys designs, manufactures and sells mineral-based specialties with applications in a wide range of industries, including personal care.

Naolys, a French company from the Bordeau area, specialized in plant cell culture.  Naolys introduced an innovative plant cell complex, Power Extension [HSB+R], at in-cosmetics 2013.

 

 

The stirring atmosphere at the International Esthetics, Cosmetics & Spa Conference (IECSC) New York 2012

IECSC 2012 Collage 2Back from Javits Center in NY, where beautyterm visited IECSC NY 2012.  On day two, the trade show was bustling with visitors and exhibitors alike.  One of the leading spa events in the United States, celebrating this year its 10th anniversary, the exhibit presented a rich tableau of all sorts of activity as we descended the escalators to enter the exhibit hall.

The exhibitor list included a wide variety of companies in the business, but we were most interested in skin care manufacturers.  The first brand that caught our attention, thanks to its massive, brightly lit stand was Repêchage, a US-made line of professional skin care sold in spas and resorts worldwide.  Sanitas Skincare is another American brand that immediately stood out in the crowd as we entered, probably owing to its very stylish and elegant look.

We had, of course, come to look specifically for our Parisian favorites Decléor and Carita.  Both stands were very busy, practically overrun by visitors, clamoring to find out about products and to benefit from discounts and special offers.  Carita representatives were especially gracious and took extra time to chat with us in the midst of all the flurry and rush.  They were also particularly photogenic as you can judge for yourselves (no photoshopping in the picture!)!

After our friendly chat at Carita, we continued our exploration up and down the exhibit hall, surrounded by throngs of men and women (mostly women) scurrying around in great excitement.  Some stands had salon, spa, massage and even teeth whitening equipment on display and were running demos.  Others showcased beautiful multi-colored makeup and nail accessories.

Many visitors walked away happy with a free facial or makeover, including our very own Head of Human Resources, who is a big fan of Sonya Dakar.  An American-made brand from Beverly Hills, Sonya Dakar is a recognized Hollywood staple among popular celebrities, including Fergie of The Black Eyed Peas, James Franco, Gwyneth Paltraw, Drew Barrymore, and many others.  Sonya Dakar introduced MicroVenom Daily Defense and Sun-Kissed Facial at the IECSC NY 2012.  Nate Dakar, co-founder and president of Sonya Dakar Skincare, was there on Monday, explaining the benefits of his famously luxurious, celebrity coveted line, and shaking hands with star-struck admirers like ourselves.

All in all, the conference provided a wonderful experience, infused with the inimitable vibrancy, vitality and energy of New York City you will find nowhere else in the world.  There were so many brands; we could not possibly name them all, but we would like to thank everyone who was kind enough to talk to us for their time and for their professionalism!  Special thanks go to Agnes at Aquafolia, the ladies at DermaSwiss, B.Kamins, Nelly Devuyst, dermalogica, glo professional, Physiodermie and to the entire family at VMV Ltd.