I am excited – they went for “March Madness” as their theme for the month’s goodies, and I, for one, have no problem with this whatsoever. Likely to be confused with the NCAA? Nope. Likely to be viewed of as sponsored by or affiliated with the NCAA? Nope again. Is it March? Yes. Does Birchbox reference the NCAA sporting events that take place in March in its copy? Yes again. But I still don’t mind, because referring to the grand slate of basketball tournaments that takes place in March – and the ensuing frenzy – is appropriate, when the NCAA has elevated the annual tournament to holiday status. You can’t define a season – not to mention making untold millions from broadcast rights and tickets and all – and then tell the public they can’t call it what you’ve named it.
The same goes for the Oscars and the Super Bowl, by the way.
Now that I’ve hosed myself down after this rant, I’ll resume our regularly-scheduled Birchbox blogging.
Here’s my favorite naming of the bunch:
Caudalie products are made from antioxidants that are derived from the byproducts of winemaking. So I’m already predisposed to like them. Calling this new collection “premier cru,” or “first growth”? Now I love it. I’ve used their products before and have liked them, particularly since they don’t overdo it on fragrance. Read their story here; you’ll want to go there.
Next, we have another foreign import:
It’s Miss Me perfume by Stella Cadente – “falling star,” in Italian. I like the perfume name and the company name. Unfortunately, the scent is a bit too powdery for me.
Serge Normant, according to his website, is a “renowned hairstylist” with an “eponymous line of transformative hair care and styling products.” With florid prose like that, I’m intrigued. But after scouring the site I can only conclude that the wild coifs depicted on his home page are not the results I can expect from using this dry shampoo. But I’ll try my best.
Vasanti’s website is a lot less glamorous than Serge Normant’s. But since its offering, pictured here –
– contains the term “face rejuvenator,” who am I to refuse it?
Finally, this month’s bonus shows an example of a good old-fashioned laudatory mark:
That’s Madewell. Can any trademark geek tell me why MADEWELL is registered on the Supplemental Register for paint but on the Principal Register for clothing? I can’t come up with a principled distinction, but I suspect the PTO can’t either.
Enjoy the madness!