Cover Girl Boutiques2 - SILBERWARE

Cover Girl BoutiqueCover Girl BoutiqueNaming Strategy and CreativeNaming Strategy and Creative

Proprietary and confidential. All rights reserved. Copyright © 2003 Mark Silber. 2

AgendaAgenda

• Opportunity• Methodology• Situation analysis• Strategy• Name exploratory• Candidate evaluation• Recommendation• Next steps


OpportunityOpportunity• P&G would like to extend the Cover Girl brand to a chain of

personal care salons• Rapid service (e.g.,

manicures, face/eye touch-ups, individualized make-up tips)

• Low price/good value• Make-up counter: try

products, get recommendations, make purchases

• Community dynamic: interact with experts and other CG users

• Embodies and extends core Cover Girl essence: easy, breezy, beautiful

• Objective is to provide usage recommendations and product samples to consumers who wouldn’t ordinarily visit a salon or have an opportunity to interact with the brand


Naming MethodologyNaming Methodology

StrategyStrategy IdeationIdeation SelectionSelectionAnalysisAnalysis ImplementationImplementation

• Business plan, mission statement, etc.

• Stakeholder input

• Audience profile and drivers

• Competitive landscape

• 3rd party research

• Linguistic landscape

• Positioning statements

• Brand character

• Features, benefits, promises

• Naming brief

• Preliminary naming criteria

• Creative team structured sessions

• Individual name generation

• Marketing impact filter

• Phonetics filter

• Semantics filter

• Preliminary select list (20-30 names)

• Shortlist (5-10 names)

• Preliminary trademark POV

• URL availability

• International/cultural evaluation

• Sample name applications

• Audience research

• Final name selection

• Owner’s manual

• Internal communications materials

Client input Client input Client input Client input


Cover Girl Boutique VisionCover Girl Boutique VisionCover Girl Boutique makes women beautiful every day. Pop in for a manicure, touch up your make-up, or try and buy something new for an evening out. Get free consultations from beauticians, and talk to Cover Girl users. For school, work, or a night on the town, Cover Girl Boutique is the place for easy, breezy beauty.

Greetings andInformation

Make-up CounterConsultation Area

Face, Eyes, Lips, Nails Face, Eyes, Lips, Nails

Cover Girl Full Product Line

Kiosk

Kiosk

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AudienceAudience• Girls/women 12-29• Primarily middle

income• Beauty/personal care-

involved• May visit upscale

salons infrequently• Discount makeup

buyers; occasionally splurge for department store brands

• Flip through Vogue but read Cosmo


Competitive LandscapeCompetitive Landscape• Widely varied prices• Inconsistent experience• Newbie fear factor:

“What am I getting into?”• Slow (“I don’t want a

make-over, I just want to look good today”)

• For “older” women• Biggest competitor: DIY


Linguistic LandscapeLinguistic Landscape

• Individual (founder/owner)• Jean Louis David• Nails by Mary • Veronica’s Beautyrama

• European (or faux-European) heritage• Petit Soleil Nails• International Haircutters• Vert et Noir

• Location• Carnegie Hill Beauty Center• Eastside Beauty Shop


Current CG Naming ConventionsCurrent CG Naming Conventions

• Products• Triple Mascara Aquastay• Smoothers Liquid

Makeup

• Color schemes• OUTLAST Shimmer

Topcoats• Shimmer Blizzard

• Verbal branding• Easy breezy beauty guide • Color Consultant• CG Cool Points (loyalty program)• Online Beauty Advisor• Colormatched (Are you warm or cool?)


Naming StrategyNaming Strategy• Leverage and extend core Cover Girl equities

• Easy, breezy, beautiful• Personalized to your needs• Great value• Practical, but also spontaneous, fun and exciting

• Connote sense of physical place• This is the first time consumers can interact with Cover Girl

outside of a discount store display• Talk about your needs with beauty experts as well as people just

like you

• Connote end benefit• Cover Girl Boutique helps you achieve beautiful results

appropriate for you

• Connote speed• This is a quick stop in your day, on your way to work, at lunch, or

on your way out for the evening


Naming GuidelinesNaming Guidelines• Fit with Cover Girl brand• Connote sense this is a place• An affordable splurge, like a Starbucks coffee• A fast stop in your day• Convey end benefit

• You’ll be beautiful, not just description of offering (i.e., end benefit, not just “it’s a store”)

• Marketing impact/potential• Differentiate from competitors• Be memorable• Descriptive and clear is probably better than coined/invented

(Okay to consider coined words but must fit Cover Girl naming conventions)

• Phonetic evaluation• Semantic evaluation• Okay to consider CG as stand-in for Cover Girl• International/cultural evaluation• Trademark and URL POV


Naming ExploratoryNaming Exploratory

• Categories for name exploration• Places, physical spaces (but not a literal geographic

location)• Ease, simplicity, speed• Makes you beautiful• Help, assistance, interaction/community

• Process• Generate a range of names in each category• Keep track of good names and bad• Allow for lucky strikes


Names: PlacesNames: Places• CG/NYC (changes by city,

e.g., CG/SF, CG/CHI)• Cover Girl BEAUTY PLACE• Cover Girl BEAUTY SHOP• Cover Girl BEAUTY SPACE• Cover Girl BEAUTY SPOT• Cover Girl BEAUTY STATION• Cover Girl BEAUTY STOP• Cover Girl BEAUTYSCAPE• Cover Girl BOUTIQUE• Cover Girl CARE CENTER • Cover Girl CENTRAL• Cover Girl CITY• Cover Girl DRESSING ROOM• Cover Girl HEAVEN• Cover Girl HOMETOWN

• Cover Girl HOT SPOT• Cover Girl MAKE-UP

COUNTER• Cover Girl METROPOLIS• Cover Girl NIRVANA• Cover Girl PERSONAL

SPACE• Cover Girl PLACE• Cover Girl SPA• Cover Girl STREET• Cover Girl STYLE CENTER• Cover Girl THE PLACE• Cover Girl TOWN• GALLERY Cover Girl• SALON Cover Girl• STUDIO CG


Names: Ease, Simplicity, SpeedNames: Ease, Simplicity, Speed

• CG BREEZE• CG EXPRESS• CG|EZ• CG15• CGX• Cover Girl 15 MINUTES• Cover Girl AM/PM• Cover Girl BEAUTY TIME• Cover Girl EXPRESS• Cover Girl FACILITY• Cover Girl FAST BREAK• Cover Girl FREEDOM• Cover Girl MY TIME• Cover Girl NOW!

• Cover Girl PLAYGROUND• Cover Girl POPPIN• Cover Girl PRACTICAL

MAGIC• Cover Girl SIMPLICITY• Cover Girl STOP• Cover Girl TOUCH UP• Cover Girl ULTRA• Cover Girl X


Names: Makes You BeautifulNames: Makes You Beautiful• CG LOOKS• CG STYLE• Cover Girl BEAUTICIA• Cover Girl BEAUTIFUL

PEOPLE• Cover Girl BEAUTIFUL U.• Cover Girl BEAUTY

STREET• Cover Girl BRILLIANCE• Cover Girl DAZZLE• Cover Girl ELEGANCE• Cover Girl EXPRESSIONS• Cover Girl IMAGININGS• Cover Girl KISS AND

MAKE-UP

• Cover Girl LOOK SMART• Cover Girl PERSONAL

BEST• Cover Girl

POSSIBILITIES• Cover Girl POTENTIAL• Cover Girl RADIANCE• Cover Girl SKIN DEEP• Cover Girl SPARKLE• Cover Girl SPLURGE• Cover Girl TRUE BEAUTY• REAL YOU by Cover Girl


Names: Assistance, InteractionNames: Assistance, Interaction

• 911 by Cover Girl• CG911• CLUB Cover Girl• Cover Girl BEAUTY

ASSISTANT• Cover Girl DYNAMIX• Cover Girl EXCHANGE• Cover Girl EXPERT• Cover Girl GIRLS CLUB• Cover Girl GIRLS ROOM• Cover Girl HELP CENTER• Cover Girl LIVE• Cover Girl MAKE-UP

ARTIST• Cover Girl MEETING

PLACE

• Cover Girl PRO SALON• Cover Girl

PROFESSIONAL• Cover Girl SLUMBER

PARTY• Cover Girl THERAPY


ShortlistShortlist

• CG/NYC• Cover Girl BEAUTY SPOT• Cover Girl PERSONAL

SPACE• Cover Girl STYLE CENTER

• CG/NYC• Cover Girl BEAUTY SPOT• Cover Girl PERSONAL

SPACE• Cover Girl STYLE CENTER

• CG EXPRESS• CG|EZ• CG|15• Cover Girl NOW!• Cover Girl X

• CG EXPRESS• CG|EZ• CG|15• Cover Girl NOW!• Cover Girl X

• CLUB Cover Girl• Cover Girl DYNAMIX• Cover Girl PRO SALON

• CLUB Cover Girl• Cover Girl DYNAMIX• Cover Girl PRO SALON

PLACES EASE, SIMPLICITY, SPEED

ASSISTANCE, INTERACTION

• CG STYLE• Cover Girl EXPRESSIONS

• CG STYLE• Cover Girl EXPRESSIONS

MAKES YOU BEAUTIFUL


CG|NYC, CG|SF, CG|CHI etc.CG|NYC, CG|SF, CG|CHI etc.

URLcgnyc.com, cgsf.com and cg-sf.com are all in use. cg-nyc.com is available. Further investigation required.

TrademarkP&G owns many variations of the CG trademark.

Semantic IssuesHow well is Cover Girl identified with CG? Will Cover Girl brand need to appear in tagline for clarity?

Phonetic IssuesDependent on city. No undesirable associations identified. Possibly some confusion as to correct pronunciation.

Marketing PotentialMajor localization potential. Localization theme could dovetail with brand’s personalization core equity.

Human InteractionLocalization may imply human interaction.

Physical SpaceLocalization helps convey physical space.

ExcitingNeutral

SpeedAbbreviated name connotes speed.

Practical, ValueNeutral

PersonalizedLocalization may help communicate personalization.

Easy Breezy BeautifulNeutral


Cover Girl BEAUTY SPOTCover Girl BEAUTY SPOT

URLbeautyspot.com is in use. Further investigation required.

TrademarkRegistered: “G & S: retail store services in the field of beauty supplies and cosmetics.”Further investigation required.

Semantic IssuesAnother way of saying mole. “Beauty spot, a patch or spot placed on the face with intent to heighten beauty by contrast.” (Source: Webster’s) Is this an issue?

Phonetic IssuesNo undesirable associations identified. No difficulty in pronunciation.

Marketing PotentialStrong.

Human InteractionStrong communication of place implies human interaction.

Physical SpaceConnotes place effectively.

ExcitingNeutral

SpeedNeutral


PersonalizedNeutral

Easy Breezy BeautifulStrong communication of beauty.


Cover Girl PERSONAL SPACECover Girl PERSONAL SPACE

URLpersonalspace.com is registered but not in use.

TrademarkSeveral instances, mostly dead, including “G & S: retail stores featuring furniture, lighting fixtures, and home furnishing accessories.”

Semantic IssuesSecondary sense (as in, “Don’t invade my personal space”) is not on strategy. Is it a negative?

Phonetic IssuesNo issues with pronunciation or undesirable phonetic associations.

Marketing PotentialConnotes place effectively. Conveys personalization core equity well.

Human InteractionSome connotation due to “Personal” and “Space” references.

Physical SpaceStrongly conveys physical space.

ExcitingNeutral

SpeedNeutral


PersonalizedStrongly conveys personalization.



Cover Girl STYLE CENTERCover Girl STYLE CENTER

URLstylecenter.com is owned but not in use.

TrademarkRegistered: “G & S: retail sales of hair care products in haircutting and hairstyling salons.”

Semantic IssuesDoes “style” first and foremost mean “hairstyle”?

Phonetic IssuesNone.

Marketing PotentialSignificant.

Human InteractionConnotation of place also implies people.

Physical SpaceStrong. “Center” connotes a place.

Exciting“Style” may implicitly communicate excitement.

SpeedNeutral


Personalized“Style” may convey some sense of “personalized style.”

Easy Breezy Beautiful“Cover Girl Style” may imply EBB to those who know the brand.


CG EXPRESSCG EXPRESS

URLcovergirlexpress.com is available and should belong to P&G.

Trademark“Express” is registered in every category. Mark would be ownable only in context of “Cover Girl.”

Semantic IssuesSecondary meaning of “Express,” as in “to express oneself,” is a positive and relates to personalization benefit.

Phonetic IssuesNo issues.

Marketing PotentialGood news: Express has many dimensions to work from. Bad news: Many marketers have mined this field already.

Human InteractionNeutral

Physical Space“Express” is typically associated with retail (“express lane,” “Bagel Express”) but not exclusively (e.g., “Federal Express”).

ExcitingFast may imply exciting (as in “fast lane”), but not necessarily (“fast food”).

SpeedStrong communication.

Practical, ValueIn this case, speed=practicality. However, speed could also be something I’m expected to pay extra for.

PersonalizedNeutral

Easy Breezy BeautifulName connotes speed, a characteristic inherent in EBB.


CG|EZCG|EZ

URLcgez.com is owned but not in use.

TrademarkThousands of registrations of EZ exist. Mark could be ownable only as CG|EZ.

Semantic IssuesCommunication of EZ is clear, but what exactly is “easy” about CG?

Phonetic IssuesNone identified.

Marketing PotentialMixed. Positioning is clear, but name may not lend itself to breakthrough creative.


Physical SpaceDoes not convey physical space.

ExcitingNeutral

SpeedEasy communicates speed.

Practical, ValuePedestrian nature of “EZ” may connote value positioning.

PersonalizedNeutral

Easy Breezy BeautifulEZ strongly conveys “easy.”


CG|15CG|15

URLcg15.com is available.

TrademarkCG|15 has not been registered.

Semantic IssuesPossible negative connotation of “15 minutes of fame”? Are we promising a 15-minute experience (and risking anger if it takes longer)?

Phonetic IssuesNone. Could be pronounced “fifteen” or “one-five.”

Marketing PotentialName differentiates offering, has youthful, contemporary sound.


Physical SpaceNeutral

ExcitingMystery of name may convey some sense of excitement.

SpeedDoes not inherently connote speed, though 15 is derived from “15 minutes.”


PersonalizedNeutral



Cover Girl NOW!Cover Girl NOW!

URLnow.com is registered and in use.

Trademark“Now” is part of thousands of registrations. Mark could be owned only in context of Cover Girl.

Semantic IssuesNo negatives identified.


Marketing PotentialProvides many creative hooks centered around speed and instant gratification.



ExcitingSpeed and immediate gratification both contribute to communication of excitement.

SpeedStrongly conveys speed, instant gratification.


PersonalizedNeutral

Easy Breezy BeautifulImplies immediacy, which dovetails with “easy” and “breezy.”


Cover Girl XCover Girl X

URLx.com is owned. Covergirlx.com is available and should be protected for P&G.

TrademarkMany X registrations exist, including in personal care and retail categories. Mark could be protected only in context of Cover Girl.

Semantic IssuesPossible negatives: X=adult. X=unknown.

Phonetic IssuesNo issues in English.

Marketing PotentialStrong: eXcitement. eXchange. eXpress. eXpressions. eXpert. X marks the spot (place).


Physical SpaceX marks the spot; can imply physical space.

ExcitingX=mystery, therefore may connote excitement.

SpeedShort word may imply speed.


PersonalizedNeutral



CG STYLECG STYLE

URLcgstyle.com is registered and in use (Japanese language site).

TrademarkCG Style is not registered.

Semantic IssuesIn personal care context, does “style” first mean “hairstyle”?


Marketing PotentialMixed. “Style” is generic to the category; could support many different programs and executions. Does not give sense this is something new.



Exciting“Style” may inherently convey excitement as in “fashion,” and “newness.”

SpeedNeutral


Personalized“Style” may connote “personal style,” but category is unclear.

Easy Breezy BeautifulWithout direct “Cover Girl” reference, “Style” lacks category context.


Cover Girl EXPRESSIONSCover Girl EXPRESSIONS

URLexpressions.com is registered but not currently in use.

TrademarkOwnable only in context of “Cover Girl.”

Semantic IssuesNone identified.


Marketing PotentialAverage. May be generic to the category. Perhaps a “facial expressions” hook?


Physical SpaceDoes not sound like a physical space.

ExcitingNeutral

SpeedNeutral


PersonalizedExpression may imply personal expression.



CLUB Cover GirlCLUB Cover Girl

URLclub.com is registered but not in use.

TrademarkAvailable only in association with Cover Girl trademark.

Semantic IssuesNone identified.

Phonetic IssuesNone. Also works well in many foreign languages.

Marketing PotentialGood. Many hooks for personal interaction and loyalty programs.

Human InteractionYes. Club implies other members.

Physical SpaceSome clubs are physical (discos), some are more symbolic.

ExcitingDepends on your perception of “club.” In the Cover Girl context, could connote models and glamour.

SpeedNeutral

Practical, ValueMixed. A nightclub would be the opposite of practical, whereas a “price club” would be practical and value-oriented.

PersonalizedNeutral



Cover Girl DYNAMIXCover Girl DYNAMIX

URLdynamix.com registered by Vivendi and in use.

TrademarkDynamix is registered in numerous industries. Further investigation required.

Semantic IssuesIssue with meaning: “Dyna-Mix”?

Phonetic IssuesPossible to mispronounce as DY-na-mix.

Marketing PotentialName can mean many things. Does it differentiate from category?

Human InteractionDynamic may imply interaction.


ExcitingDynamic may imply exciting.

SpeedDynamic implies fast.


PersonalizedNeutral



Cover Girl PRO SALONCover Girl PRO SALON

URLprosalon.com is registered and in use.

TrademarkSeveral registrations exist in the personal care category.

Semantic IssuesDoes “Salon” imply hair?


Marketing Potential“Salon” is generic to the category. Will that hamper development of breakthrough creative?

Human InteractionStrongly conveys human interaction.

Physical SpaceStrongly conveys physical space.

ExcitingNeutral

SpeedNeutral

Practical, ValueSalons are not inherently practical.

Personalized“Salon” implies personal care.

Easy Breezy Beautiful“Salon” connotes beauty.


AnalysisAnalysis

PRO SALON

DYNAMIX

CLUB

EXPRESSION

CG STYLE

X

NOW!

CG 15

CG EZ

CG EX-PRESS

STYL CTR

PERS SPACE

BEAU SPOT

CG NYC

URLTMSEMPHOMKTH.I.PHYSEXCSPDP/VPERSEBB

4

2

4

0

1

6

6

5

3

5

5

5

3

5

-00+0++000++

-0000+0++000

000+++0+0000

000+0--000+0

-+-+000+0000

+00++0+++000

00+++00++00+

++0++00+0000

000+00-0++0+

000+00-0++0+

0--+++++00++

000++++000+0

--0++++0000+

-+00+++0+0+0


RecommendationRecommendation

• Proceed to audience dialog and legal due diligence with• CG|NYC• Cover Girl PERSONAL SPACE• Cover Girl STYLE CENTER• CG EXPRESS• CG 15• Cover Girl NOW!• Cover Girl X


Next StepsNext Steps

• Positioning line• In-store nomenclature and verbal conventions

• What are the representatives called? (E.g., greeter, consultant, make-up artist)

• What are the elements called (e.g., the makeup counter, the beauty stations, the product purchase area)?

• What does the greeter say? How do the consultants and make-up artists interact with customers? Are customers called customers, guests, or just “Next!”?

• Branding the in-store experience• Names for services, package deals, frequent buyer

programs, gift certificates, etc.

• User guide and internal sell-in materials

Cover Girl BoutiqueCover Girl BoutiqueNaming Strategy and CreativeNaming Strategy and Creative

Cover Girl Boutiques2 - SILBERWARE

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