SHANGHAI, July 14, 2016 – Global leading cosmetic company L’Oréal launched its natural hair care brand Ultra Doux in China on June 20th, 2016. Labbrand helped L’Oréal create the Chinese brand name for its market entry: 淳萃 [chún cuì].
Originating from France, Ultra Doux belongs to L’Oréal’s consumer products division. With its organic and pure beginnings, Ultra Doux is made through a multi-extraction process of natural plants, and has become famous in the natural hair care field as the second largest brand in European market.
Labbrand, a leading China-originated global brand consultancy, worked closely with L’Oréal to create the Chinese brand name 淳萃 [chún cuì] for Ultra Doux. 淳 [chún] means “pure” while 萃 [cuì] stands for “extract”. The name has the same pronunciation with the Chinese fixed expression 纯粹 [chún cuì], reminding the consumer to “care with pureness, extract with love”. This Chinese brand name also matches the brand concept “natural and pure” and conveys the brand’s desired image of natural, organic, gentle and nutritious. It is easy to read and remember for consumers as well.
“Natural organic is already a very crowded category. It is a challenge for every natural brand to find a differentiated point and build a unique brand DNA,” states Labbrand’s Associate Creative Director Judy Wang. “Ultra Doux 淳萃 chooses ‘care’ and ‘extract’ as its main entry points with a catchy brand name. It is a really impressive combination, connecting French flavor and unique emotions.”
Emphasizing its nature, pureness and healthfulness, Ultra Doux 淳萃 has launched five custom series tailored for Chinese consumers, aiming at the huge Chinese hair care market.
“As the leader in the Chinese consumer products industry, we have noticed the deep potential of the mass hair care market and the appeal to nature when consumers think about beauty. For this reason, we introduced Ultra Doux to China, which is expected to bring the most natural and purest hair care experience and lifestyle to Chinese consumers,” says Ms. Ma Lan, the brand manager of L’Oréal’s China Consumer Products Division.
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.
Founded in 1909, L’Oréal is one of the world’s largest cosmetics companies, headquartered in France. It operates in more than 130 countries and cities with over 280 branch offices, 40 factories and 50,000 staff. For more than a century, L’Oréal has devoted its energy and competencies solely towards one business: beauty. It has chosen to offer its expertise in the service of women and men worldwide, meeting the infinite diversity of their beauty desires.
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