Question

Topic: Taglines/Names

Makeup Artist Launching Cosmetic Line

Posted by hmoffitt on 7/8/2014 at 12:18 PM ET 125 Points
I am a makeup artist getting ready to launch my own cosmetic line in the Fall. I am having a hard time coming up with a name that I completely love. I live in Mississippi and I am known for my bridal makeup artistry, but I'm not sure if I want my name in the cosmetic line name or not. My artistry business name is HM Makeup Artistry. I thought about HM Cosmetics, Amplify Cosmetics by Haley, Magnolia Cosmetics, etc. I would love some suggestions. Thanks for your help!
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RESPONSES

  • Posted on 7/8/2014 at 4:47 PM Accepted
    If it were up to me I wouldn't use the HM or Haley name. It doesn't mean anything to your target audience unless you expect to sell product just to folks who already know you.

    I'd probably focus on the key benefit for your target audience and communicate that benefit in the name. What makes your product/company different from, and better than, competitors? BTW, the benefit can be emotional or aspirational, as long as you can provide a credible reason to believe you deliver the benefit.

    How/where will people find/buy the product? What is your intended distribution strategy?

    BTW, a name you "completely love" probably shouldn't be the main criterion for picking a name. It's more important that it capture the attention of your target audience and motivate them to purchase.
  • Posted by hmoffitt on 7/8/2014 at 4:54 PM Author
    Thanks for your response, mgoodman! I will definitely be selling to those who know me, but I don't want to close the gates to other markets, so I definitely understand the reasoning behind selecting a name to focus on the benefit. The biggest benefit I can offer my customers is that these will be proven products, selected by an actual makeup artist familiar with what works and what doesn't. I have had a hard time finding everything I need in one brand, so that is one of my inspirations in selecting my own line of cosmetics.
  • Posted by Jay Hamilton-Roth on 7/8/2014 at 5:41 PM Member
    I'd also skip the HM name, mostly to avoid any legal headaches with H&M. If you're known in your area, then you could name the business "Haley Recommends..." (for example). If you're just trying sell things you recommend, then perhaps something along the lines of "Makeup Artist Warehouse". If this is something upscale, then perhaps "Miss Beautiful". But Michael's right - you want to ensure the name fits the client's needs.
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