L'OREAL
product naming

The brief

Ultra Doux shampoo (meaning ‘Ultra Soft’) was to be launched in the UK. Garnier wanted to rename it for the UK market, keeping the ‘Ultra’ part so the pack design could stay consistent. We needed to avoid the following connotations:

a)   Tampons, fabric conditioners etc.

b)   Blandness/lack of emotional connection (e.g. Ultra Care, Ultra Naturals)

c)    Lack of performance/efficacy (e.g. Ultra Mild, Ultra Kind, Ultra Gentle)

In a nutshell: a word for gentle nature-based caring goodness to complement the performance and efficacy of ‘Ultra’

Key product attributes

Broad range of 18 rich natural ‘flavours’ (including fruits, nuts and exotic oils) for every hair type & need – plus masks, dry shampoos, detanglers and eco-friendly refills

No nasties & paraben free, with natural extracts. Hypoallergenic & tested under paediatric control

Names that have been tested (but not necessarily met with resonance)

Ultra Naturals – ok but uninspiring/functional?

Ultra Soft – compromises efficacy, seems diluted

Ultra Gentle – as above

Ultra Care – as above

Ultra Mild – as above

Ultra Kind – as above

Ultra Green – Sounds too strongly like environmental product

Ultra Adore – no natural credentials & sounds like fabric/baby product

Ultra Nourish (not yet tested) – good territory but a bit too functional?

Current Garnier naming strategies

1 Functional benefit/USP

e.g. Ambre Solaire No Streaks Bronzer, Garnier Intensive 7 Days, B.B. Cream

2 Emotional benefit (N.B. more suited to individual products rather than range; see below)

Youthful Radiance, Vital Restore, Clean Sensation

3 Abstract suggestion of functional + emotional

Fructis (fruit ingredient + freshness)

Nutrisse (nourishment + shine)

Conclusion: seems as if 1 and 3 are richer territories for this product range, given that there are a number of skus with different benefits (2). Key USP across the range is natural/caring ingredients – so like (1) but with a more emotive feel.  

Garnier has a strategy for abstract names that signify functional + emotional benefits (3), especially in haircare.

Competitor examples

Tresemme Naturals, Body Shop Rainforest, Boots Botanics

Aveda Shampure & Pureformance

Pantene Aqua Light

Original Source

Herbal Essences Dazzling Shine, Hello Hydration (n.b. these are individual sku names)

L’Oreal Elvive Nutri-gloss

VO5 Nourish Me Truly

Simple Gentle Care

Dove Nourishing Oil Shampoo

Conclusion: We are in Nourish/Naturals/Nutri territory.

‘Rainforest’ is an interesting exception – use of a place to create an ownable ‘world’

SUGGESTIONS

Italic=rejected

1. Functional/USP

Ultra Nature (more emotive than ‘natural’)

Ultra Essence (pure nature-derived active ingredients)

Ultra Extracts (as above)

Ultra Dew (freshness + nature + delicate, more appealing than ‘doux’ in English)

Ultra Jus (pronounced the French way; a natural, concentrated essence)

Ultra Balm (suggests conditioner only)

Ultra Fruits (not all skus are fruit-based)

2. Abstract/emotional

Ultra Purisse (purity of ingredients + shine, gloss)

Ultra Senses (stimulating and gentle scents)

Ultra Nutri (nourish/nutrients)

Ultra Nutré (nourish/nutrients)

Ultra Nutrix (nourish + luxury/whole range of natural ingredients/complexes, like “organics”)

Ultra Nuriche (nourish + richness; a ‘Garnier’ way to say ‘nourish’)

Ultra Délisse (delicate + delicious flavours + glossy finish – sounds like French ‘delice’=delight, delicacy)

Ultra Nutri-plenish (too long/complex)

Ultra Nature-Luxe (as above)

Ultra Nutri-Luxe (as above)

3. Create a place/world

Ultra Source

Ultra Forest

Ultra Origine

Ultra Forêt

4. Misc

Nature Luxe

RECOMMENDATION

Our shortlist for testing would be:

Ultra Nutri/Nutré

Ultra Purisse

Ultra Nature

Ultra Nura

Ultra Nuri

Ultra Extracts

Ultra Essence

Ultra Forest/Forêt

Ultra Dew

Nature Luxe

Results

Ultra Nutri, Nura and Nuri were the client’s favourites. However just prior to testing the product was completely reformulated with ‘blends’ of ingredients and so it became ‘Ultimate Blends’ in the UK.