Bilingual Naming Creation – Background 

Aveeno Baby is one of the top recommended brands by dermatologists and parents when it comes to gentle, safe, and soothing baby care products. It is specially formulated with natural ingredients like oat extract, where parents can feel good knowing that each product gently nourishes and protects their baby’s skin. From body washes, lotions, shampoos, and special treatment creams, Aveeno Baby has a wide range of baby care products that target different sensitivities and needs of babies, including dry skin, eczema, itch, and more. With Labbrand’s expertise in bilingual naming creation, Aveeno Baby ensures its products resonate effectively across diverse linguistic markets, fostering trust and recognition among consumers worldwide.

With a rise in dry and sensitive skin concerns, especially in China where seasonal changes triggers the need to find the right product for the weather and diverse skin conditions, more parents are looking for a more sophisticated baby skincare routine. They are also willing to pay a premium price for trusted brands and products that provide superior sensitive skincare solutions for babies.  

Recognizing this growing need, Aveeno Baby innovates to enhance its existing portfolio to include a new super-premium range of baby care products that specifically targets a baby’s sensitive skin with superior care through safe, simple, and natural ingredients.    

Bilingual Naming Creation – Challenge 

When it comes to premiumization, baby care is one of the top growth categories, with China leading the trend in comparison to other neighboring countries in Southeast Asia. Many international and local brands are leveraging this growth opportunity by coming up with premium, diversified baby skin care offerings, especially through e-commerce platforms which primarily drive the premium and super-premium baby care categories. Faced with intense competition, Aveeno Baby will need to strengthen its premium equity, solidifying its core competence as a sensitive skin expert for baby skin, and stand out amongst competitors with its new super-premium range in the market.  

To support the new super-premium range, Aveeno Baby requires a highly distinctive and meaningful name that will communicate its unique strength and premium equity. Because there are many existing baby care products with similar naming conventions and descriptors, an additional challenge would be to create a name that is registrable and usable in the market. It also needs assurance that the final concept for the range will be able to effectively capture the intent and formidability of the new formula and premium ingredients while communicating its superior value and appealing to concerned parents.  

Solution 

Based on a thorough understanding of the new innovative formula, consumer needs and expectations, Labbrand also conducted a comprehensive research and analysis of competitive baby care brands and products to explore strategic naming opportunities for Aveeno Baby’s new super-premium range. 

Focusing on communicating key values and claims such as Simple, Safe, Natural, Protective, Nourishing, Resilient, Superior while also ensuring it connotes the premium quality, Labbrand underwent a few rounds of English and Chinese naming exploration and creation, with simultaneous legal checks to ensure each name proposed is legally available and usable. Names were created in consideration of other factors, including the fit with overall concept, lock-up design within product packaging and naming convention of existing Aveeno Baby products.