𝐀 𝐅𝐚𝐬𝐜𝐢𝐧𝐚𝐭𝐢𝐧𝐠 𝐍𝐞𝐰 𝐋𝐚𝐮𝐧𝐜𝐡 𝐅𝐫𝐨𝐦 𝐁𝐞𝐲𝐨𝐧𝐜é, 𝐀𝐧𝐝 𝐈𝐭'𝐬 𝐍𝐨𝐭 𝐂𝐨𝐮𝐧𝐭𝐫𝐲 𝐌𝐮𝐬𝐢𝐜
It's Beyoncé's world and we're all just living in it. We know that. But I talk about names here on LinkedIn, so let's talk about the name of the new hair care line she just launched.
It's called 𝐂é𝐜𝐫𝐞𝐝, which is pronounced "sacred," and I have a lot of thoughts about it!
First of all, it's fascinating to see how she's chosen to leverage her name recognition here. Instead of making an outright play on her fame, like Kylie Jenner's "Kylie Cosmetics," or something completely subtle like Lady Gaga's "Haus Labs." Instead, she's gone for a playful middle ground with Cécred, thought it takes a second to realize that the "Cé" is pronounced as in Beyoncé's name, as "say."
It's an IYKYK moment. An in joke. A wink. This is dangerous for almost any brand, creating complexity and friction in the name. But when you're Queen Bey, every last person who matters to your brand will get the joke, and getting it enhances the experience.
Secondly, we come to calling the brand sacred. This is another choice that could have been a pretentious, overblown idea in other hands and in a different context.
But in the world of Black hair, washing, conditioning, and styling truly are rituals, and to honor them at the level that this product line does, with products that lean into the idea of ritual, is to render them sacred. That's the core of the Cécred brand, and it establishes a halo of reverence and credibility that extends to people of all hair textures.
I'm very impressed by the name and positioning of this line and I imagine it will do quite well. What do you think?
#brandtrue #naming #brandnaming #beyoncé #cécred
Mirror, mirror on the wall, did Cult Beauty just become the coolest office in town with Jamie Genevieve in the house? 👀 Oh, yes, we did! 🙌🏼 Talk about a Lip Dew launch fit for a queen! ✨ From chatting it up with Jamie herself to snagging some beauty loot, today was more fabulous than a makeup tutorial gone viral! 💄💅 Thanks for making our office the envy of every beauty guru out there!