I am going to have to give Lancome a big thumbs-down on the branding of its new anti-aging serum. Yes, I know, it’s meant to be suggestive of the exciting! discovery! of a product that “boosts the activity of genes,” whatever that means (and I’ll let folks like Rebecca Tushnet or the other Levy lawyer sort out the issues with such advertising). But I just don’t think that “geni-” followed by a consonant is a good prefix, and I don’t think there’s any way you can see Lancome’s new Genifique or pronounce the mark without thinking “genitals.” I don’t think their accent aigu helps (and my apologies for omitting my accents, but I know my blogging software will balk if I insert them).
Anyway, it’s another example of my twelve year-old inner voice’s speaking, but I just can’t shut her up!