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 News Lab News Detail
Contact Us

Dior Product Names: Dior Launches Skincare Line Prestige with Chinese Name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] Created by Labbrand

SHANGHAI, March 11, 2019 – Christian Dior SE, commonly known as Dior, is a European luxury goods company that currently designs and retails fashion goods, beauty products and more. Dior Beauty offers comprehensive lines of makeup and skincare products, including its premium skincare line Dior product names Dior Prestige.

Labbrand, the leading China-originated global brand consultancy, worked closely with Dior to create the Chinese name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] for its premium skincare line Prestige. 

迪奥花蜜活颜丝悦 was the original Chinese name for Prestige that existed for many years and is liked by consumers. In recent years, nectar is removed as an ingredient from the product, and a new name was required. Dior approached Labbrand for new Chinese product naming.

The final name 迪奥花秘瑰萃 [dí ào huā mì guī cuì] is chosen for its brevity and elegance. 花秘瑰萃 [huā mì guī cuì] paints an imagery of how the line is the secret to having the amazing feeling of rose-petal skin: fine and smooth texture, firm plumpness and a radiant glow.


“It is always a challenging journey to rename a brand, particularly for such a reputed brand with long history. In this case, we learned that a majority of existing consumers like to call Prestige as 花蜜. In the new name, we remained the sound of this term to better help consumers transition through the change. Overall the name feels exquisite and fresh, which brings about a good mood and positive associations for every consumer.” said Judy Wang, Creative Director at Labbrand. 

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

Dior Product Names – About Christian Dior SE

Christian Dior SE is a France-based holding company engaged in the production and distribution of consumer goods. The Company has six principal product lines: Christian Dior Couture, marketed under the Christian Dior brand; Wines and Spirits, including the Moet & Chandon, Veuve Clicquot, Hennessy and Dom Perignon brands, among others; Fashion and Leather Goods, comprising the Louis Vuitton, Fendi, Marc Jacobs and Kenzo brands, among others; Perfumes and Cosmetics, including the Guerlain, Givenchy and Christian Dior brands, among others; Watches and Jewelry, comprising the TAG Heuer, Chaumet and Zenith brands and others, and Selective Retailing, such as the Sephora, DFS and Le Bon Marche brands, among others. The Company distributes its products through the Company-owned shops and licensed distributors in Europe, the United States, Japan and Asia Pacific. Christian Dior SA operates through over 400 subsidiaries around the world.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Labbrand Presents at GlobalPETS Forum Asia 2016 to Inspire Brand Innovation in the Pet Industry

SHANGHAI, November 15, 2016 – Labbrand was invited to speak at the GlobalPETS Forum Asia 2016 held in Guangzhou, China on November 9th. Labbrand CEO Vladimir Djurovic and…

Philips Rebranding Strategy: Philips Lighting Rebrands as Signify with Chinese Brand Identity Created by Labbrand

SHANGHAI, JULY 27, 2018 - Philips Lighting, the world leader in lighting, launched its new company name Signify 昕诺飞 on May 16th. Labbrand's expertise shines through in th…

Labbrand Develops Brand Strategy and Chinese Brand Identities for Thomas Cook Group and Its Brands

SHANGHAI, July 6, 2016 – In March 2015, Thomas Cook, the oldest name in travel, entered into a partnership with leading Chinese investment group Fosun. Together, they loo…

Labbrand Presents at China Briefing Talk Held by SBASF in Singapore

SINGAPORE, November 19, 2018 – Labbrand was invited by SBASF to present at the “China Briefing” Talk in Singapore to a group of about 80 industry professionals. Labbrand …

Labbrand Featured by Marketing Interactive on Cathay Pacific’s new premium travellifestyle brand

Global airline brand Cathay Pacific is launching a new premium travel lifestyle brand called "Cathay" that offers a new range of offers in dining, shopping, hotels, and w…

Nestlé Launches Chinese Name for NesQino Created by Labbrand

Good food, Good life—that’s what Nestlé stands for. As the world’s largest food and beverage company, Nestlé is consistently driven by a simple purpose: enhancing the qua…

Labbrand Speaks at IIeX 2019 On the Topic of Sensory Branding and Naming Co-creation

Labbrand’s New York team presented at IIeX 2019 on the topics of Sensory Branding and Naming Co-creation to Unlock Growth Potential & Amplifying the Senses through Le…

Top Branding Company Labbrand Wins at the Transform Awards Asia Pacific 2019

Labbrand, a top branding company, is honored to have won 2 Silver and 1 Bronze prizes, and 3 Highly Commended projects at the 2019 Transform Awards Asia Pacific. Establis…

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