This month’s Birchbox shipment is sponsored by CW and the show “Gossip Girl.” So I’m thinking what’s inside will not be targeted to my demographic:
Surprise! Gossip Girl trivia contest insert notwithstanding, this month’s haul seems tailor-made for the baby boomers among us rather than Gens X and Y. First up, an old friend
That’s right, Algenist. Still not wild about the name, but I’ll take firming and lifting.
Next, Dior. A classic brand, and not a bad idea to get their products out to a new generation.
I wore Miss Dior perfume years ago (as did my mom), and also dabbled in Diorella and Diorissimo. I think they’ve reformulated the scent, as what I just spritzed on my pulse points is much funkier than the elegant scent I recall, and I will chalk up the migraine that’s sure to ensue to the pursuit of art. Or whatever I want to call this blogging. “Extase
,” or “ecstasy,” for the mascara seems to be a tentative reach towards the consumer who has no trouble asking for Asphyxia or Mildew
as eyecolor names. Dior’s already gone there with Addict lip glow
, so I guess ecstasy is the logical next step.
Finally, confirming that these products really are for old ladies like me, we finish with two products from the Kerastase “Age Premium”* line, the Bain Substantif:
and the Masque Substantif:
Well, I see “substantif
” and think “that means ‘noun’ in French,” and so do my Petit Robert
and my Larousse.
But what do I know about marketing language? And why do I want a bath or masque on my hair? This all leads me to believe there’s a marketing think tank somewhere where they sit around all day sipping wine and musing over what silly combinations of French words will seduce the American consumer into sealing the purchase decision. [Can I have that job? I’d be really
good at it.] Still, I think the French copy wins out here though: do you prefer “shampoo nutri-vitalisant
” to “rejuvenating shampoo”? I sure do!
In fact, I have submitted my preferences to Birchbox so that they can refine my monthly selection to provide what they think I’m most likely to purchase. So far they’re getting it mostly right, though I’d say Taylor Swift’s fragrance last month was a bit of a miscue.
Stay tuned for next month’s haul!
I represent Pacific Bioscience Laboratories in connection with trademark work; they are now owned by L’Oreal, which makes Kerastase products.