Question

Topic: Taglines/Names

Tag Me Please!

Posted by Anonymous on 7/31/2012 at 4:06 PM ET 500 Points
Thanks in advance for reading/participating. I really value and appreciate the feedback I have gotten from this forum in the past.

I'll make this quick to respect everyone's time. I was previously going to produce a line of skin care/cosmetics for women. My brand name is "Justin Dulge" (not a name, word play). My tag line was going to be "give in to temptation". I decided that with my background and resources I would do much better creating a line for Men (I am a man btw). I don't want to seem arrogant but I have a vision for this brand/company and I know I can compete if not win market share from the existing Mens only skin care companies in the market. So I'm currently working on packaging and most importantly a website and I need help with a tag line. I'm usually very creative but I'm drawing blanks. The old tag line was a bit more appealing to women and so I don't want to use it. Ideally I would like something that captures the meaning of the word indulge (which is to give in to one's desires). With men it can be difficult, it almost has to sound like a subtle call to arms for them to take action. Feel free to disagree/agree and offer you opinions.

Also, yes or no question, I was going to use this as my "shock" ad to generate pre-launch buzz..what do you think??

"When was the last time you did it? -Justin Dulge Co."


Grateful as always,

-Devon L.
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RESPONSES

  • Posted on 7/31/2012 at 5:15 PM Moderator
    Quick reaction: The name is too "cute" for a serious product. And it doesn't give any hint of the benefit. (How does "indulge" relate to skin care?)

    To compound the problem with a tagline that has a double entendre like "When was the last time you did it?" seems like an incredible waste of an important communication opportunity.

    You probably need to re-think the positioning benefit. And if you haven't already spoken to the target audience about the product and its benefits in some structured way, you need to do that before you go any further. (By the way, is this a category where women buy for men, or do men buy this for themselves?)

    I think you need to nail down the marketing strategy and plan before you start worrying about a tagline.
  • Posted by Gary Bloomer on 7/31/2012 at 6:30 PM Accepted
    Strategically, I think you need to regroup.

    "When was the last time you did it?" has far too many other potential meanings or associations. Having read this and having connected it with whatever activity that it's going to get connected with in the mind, be it sex or masturbation, what your prospect is NOT doing at that moment in time is thinking about your product, so the line wastes a perfectly solid opportunity to position your product as a solution to a specific skin care problem.

    To my ear, "Justin Dulge" sounds like a 1970s porn star. Although this might not have been your intention, to my ear, that's how it sounds.

    Your vision for the product is one thing be before you go into the market this vision needs to be backed up by solid market research and by certainty. For most men, skin care has little if anything to do with indulgence, so again, you might want to revisit this part of your strategy.

  • Posted by Jay Hamilton-Roth on 7/31/2012 at 7:51 PM Accepted
    Unless you're specifically targeting metrosexual men, the average man doesn't think about "indulging" by applying skin care products. While there is a market for such products, your positioning is what matters. Where will people see your products? How will they compare to other skin care products sold "especially for" men? And why would a man who doesn't use these products suddenly choose to use yours?
  • Posted on 7/31/2012 at 10:37 PM Author
    I originally chose the brand when I was going into the Female bath and body/skincare market. I recently decided to change direction and focus on products for men. However I didn't want to lose the tradename. The products aren't exclusively skin care products. I also want to make Perfumes and Scented Candles with fragrances. I don't know what market research entails besides going out and asking random people questions in my target market. Is this what you mean? I only have two options at this point, I can pick a new brand name and continue or go back to making my products for women with the old brand name.
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