Let’s take a look:
The box is 5″ x 7″ – quite tiny and mailbox-friendly. Here’s what it looks like when we open it:
When my eldest saw this one she immediately read it as “Superpoop”:
Although a sunscreen wipe would be an incredibly handy item for emergencies, it’s probably not cost-effective to use these instead of your regular sunscreen, particularly in a sunny climate like Denver’s. It’s on sale at Sephora now, eight wipes for $5. (Though I guess with a winter like this one in Seattle, the sun’s sudden appearance could pose an emergency that would make these handy!) On the trademark front, I’d say Supergoop rates a “good,” despite the poop misreading.
Want a name that won’t distinguish you, no matter what your business is? Try Lulu – it’s in widespread use for clothing, cosmetics, restaurants, bands, and many other goods and services. There are so many marks registered for clothing that contain “Lulu” that it’s clear that no single entity can claim the exclusive right to the name in connection with clothing. In the cosmetics field there are fewer registrants than for clothing, but enough to make one (if one were a trademark lawyer, at least) think twice about adopting the name. Well, LuLu Organics forged on nonetheless. Their Hair Powder, or “poudre de cheveux,” bears a legend that made me laugh hysterically:
That’s “FOR HAIR ON DAYS OF UNWASH,” if you can’t read it. I tried to find any information at all about the origin or location of LuLu Organics, but their website is mute as to who or where they are, other than that typing in the URL that appears on their package resolves to www.luluorganicsnyc.com. I just hope they’re not trying to make “days of unwash” happen. I probably will let one of my girls try this one, because if I do attempt a day of unwash, I wind up resembling the coal-mining members of the Zoolander family. Meanwhile, on the trademark front, I’d just like to see a bit more effort.
Next up, another trademark snooze:
Skin-Smart? Tea forté? Really? The irony here is that the descriptor that follows the trademark is quite snappy: “antioxidant amplifier teas.” And the tagline is good too; I think “Beauty From Within” complies with Nancy’s suggestions for a good slogan. The teas – honey yuzu, cucumber mint, and cherry marzipan – all sound delicious, and I have no beef with their respective purposes: “natural renewal,” “youth recovery,” and “corrective repair” – I could use all of them! I guess my biggest issue is that I don’t really want to be drinking something that has the word “skin” in it!
Finally, the last photo of goodies:
Color Club – not a bad name for a nail polish brand at all. I have lousy nails on preteen-looking hands, so will let the girls have at this one.
NIA24 – It’s a “niacin-powered skin therapy,” and again, I’d love to have seen a more distinctive trademark here. Still, it’s skin-strengthening, and with the aforementioned Denver sun, I will take all the help I can get.
And last but not least, we have Apothederm stretch mark cream and let’s just say I’m grabbing it, although I’m not wild about the name. “Apothe-” suggests “apothecary,” and that may sound a bit more Dickensian than edgy, but I guess if you need stretch mark cream you may not care about being edgy. In fact, the other connotation the mark brought to mind after I said it out loud obsessively for a few minutes was “a pachyderm” – which, I guess, would work just fine!
Anyway, this first haul provided just what I was looking for from a trademark perspective, and now the Levy women can share the bounty as our reward. Stay tuned for next month’s haul!