The Chinese Naming of Cosmetics Brands: Beauty Lies in Names

Dior, Chanel, Avon… Famous cosmetics brands all possess an elegant name, at least an appealing pronunciation, even if the word actually means nothing. That’s quite logical, because you cannot boost the sales of your beauty products with an ugly name in the age of branding. But how did brands adapt their names to the booming luxury market in Chine, the ancient Oriental dragon? I’d like to reveal the tricks of three western cosmetics brands translated in Chinese: LaMer, Estée Lauder…