Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail
Contact Us

Product Name Analysis: Estée Lauder

In the realm of cosmetics, crafting effective Chinese product naming is crucial for international brands like Estee Lauder. These names must seamlessly convey the product’s functional attributes while resonating with Chinese consumers. A semiotic analysis of two Estee Lauder product names exemplifies the nuanced adaptation needed for success in the Chinese market.

Nutritious 鲜活营养系列

  • 鲜 (xiān)used as an adjective means fresh, special, and clean. It is frequently used in phases like 鲜美 (fresh and tasty),鲜明 (clean), and 鲜活 (fresh).
  • 活 (huó) original meaning is “alive”. Now it is used in phases like 活力 (huó lì), meaning energy.
  • 营养 (yíng yǎng) means “nutrition”.
  • 系列 (xìliè) simply means “series”, as in a product series.

In delving into the semiotic analysis of product names, let’s examine the characters 鲜活营养. These characters, when combined, form a name for a specific product range, conveying the essence of skin restoration and nourishment. The choice is fitting as the products in this range predominantly feature fruit essence, known for addressing dull skin concerns and providing essential nutrients. Beyond functionality, the name is strategically crafted to resonate with Estee Lauder’s target demographic—affluent women aged 28 to 40, adding an extra layer to the semiotic appeal.

Estée Lauder product names – Cyber White Ex璀璨美白系列

  • 璀璨 (cuǐ càn) means “bright” and is used to describe stars or diamonds.
  • 美白 (měi bái) means “whitening” and is used by many cosmetics companies.

To differentiate their product, Estee Lauder creatively uses 璀璨 (cuǐ càn) in the product name. This shows their products are more luxurious as this phrase is usually used to describe diamonds.

In summary, these two Chinese Estée Lauder product names effectively convey the functional attributes of the products. The names enhance the positioning and differentiation of the products, and appeal to their target markets. If you haven’t carefully considered a Chinese name for your product offerings, you might want to do so!

DOWNLOAD REPORT

To download the report

  • SHARE
  • 
  • 
  • 
  • 
BACK

Related Article




The LEGO Dilemma: Why Distinctiveness Matters for Chinese Brand Naming

Exploring Chinese Brand Naming: The Uniqueness of LEGO Yesterday as browsing through a fashion magazine, I stumbled upon a special feature on LEGO, titled in bold, big fo…

Dog vs. Cat? 360buy’s New Visual Identity, Brand Mascot and Expansion Plan

In April 2013, Chinese e-commerce giant 360Buy announced that its domain name would officially change to JD.com with a new visual identity and a new brand mascot “Joy”, t…

Taglines, Slogans, and the Art of Verbal Branding

Crafting a powerful tagline is a crucial aspect of verbal branding. Take Nike's iconic "Just Do It," for example—a succinct, inspirational phrase that catapulted the bran…

Art of Naming: Conveying Sensoriality in Naming

With consumers more attuned to subtle differences during brand purchase and discovery, engaging with their senses has become essential for brands. Today’s customers relat…

Art of Brand Naming: World’s Largest Zoo Created by a Chinese Company—How Alibaba Uses Symbolic Naming to Boost the Brand

Have you ever heard of honey badger? Widely distributed in African savanna, honey badgers are known as one of the most fearless animals in the world. Interestingly, Aliba…

Sober While Drinking A Glass of Wine? Trend: No or Low Alcohol Wines

In 2024, more than 5 million people participated in the Dry January in France. This month of sobriety, which gains popularity every year, reflects a significant change in…

Brand Charity: When Charity Goes Viral, How Should Brands Handle It?

In recent weeks, the #ALSIceBucketChallenge has taken social media by storm, spearheaded by former Boston College baseball player Peter Frate. This viral challenge aims t…

Driving Brand Innovation in the FMCG Sphere

Are you ready to take your brand to the next level? Look no further than Labbrand Spotlight! Our news collection is your go-to source for the latest and greatest insights…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject