TresSemméOne of the most popular US brands of haircare products has a name that’s a phonetic translation of the French tres aimé, which means well loved. |
PanteneThe company was named after one of the most prominent ingredients found in its shampoos – pantenol. |
Head and ShouldersThe company advertised itself as one of the best creators of anti-dandruff products. The name Head and Shoulders refers to the spots where dandruff’s presence is going to be most visible. |
Sexy HairThere really isn’t an awful lot more to say about this brand and what it stands behind. |
SchwarzkopfOne of the biggest European manufacturers of cosmetic and haircare products is named after its founder – chemist Hans Schwarzkopf. It’s also interesting to note that the word Schwarzkopf means a black-haired person in German. |
Herbal Essenceshe name makes a nod towards the ingredients used in the creation of the company’s hair care products. It’s also reminiscent of the company’s first product – the Clairol Herbal Essences Shampoo. |
WellaStarted by hairstylist Franz Stroher in 1880, the company is named after dauerwellapparat – a device used for the creation of permanent waves and curls. This name is reflective of the hair fashion at the time. |
Bumble and Bumblene of the numerous brands owned by Estee Lauder, Bumble and Bumble was founded in 1977. Originally, it was a hair salon in New York City that operated from East 56th Street’s The House of Bumble. |
Marketing Strategy & Useful
Advertising Terminology
Hair companies can adopt a rather creative branding and marketing approach. It will depend on the specifics of the products and their biggest strengths – salon-like quality at an affordable price, chemical-free hair nourishment, products for the management of unruly hair or options for making lifeless hair shiny and beautiful.
As far as naming is concerned, the approach can be very creative. It can focus on the ingredients (Arganicare is one example), it can focus on the expected outcome or the specific type of haircare products that the company develops.
A name can be sassy, humorous and unusual because of the intense competition in the field. Strands of Love is one such memorable example. The same applies to Color me Crazy.
Some advertising terminology for you: glossy, colorful, nourished, healthy, natural, essential oil, hair health, frizz-free, gentle, volumizing, cruelty-free, vegan, strengthening, rich color, manageable curls, SLS-free, enriched formula.
Clientele & Interests
Hair business customers are interested in their appearance. They are looking for high quality products and treatments that will give them healthy, luscious and beautiful hair. While such companies have a large portion of female customers, some of them create products especially branded to target a male clientele.
Hair business clients do not have many interests in common. Some of them want budget-friendly solutions (for example, a large bottle of shampoo that will last a very long time). Others look for high-end products that are enriched with natural ingredients, that are SLS-free and nourishing. This clientele segment is highly knowledgeable. Before buying, such clients will usually do a lot of label exploration.
Industry Related Words