There are some brands that linger in your memory because you’re eternally twelve years old, and this is one:
(Photo from Wikipedia).
Yes, Pschitt, a French citrus-flavored soda, has enchanted me since I first saw it in 1978. I’ve even blogged about it in the past.
So, following on the trend of product naming that perhaps might be, shall we say, unsettling, I offer you this:
Pschitt skincare. Or let me clarify – Pschitt Magic.
This certainly offers an excellent textbook example of what dilution by blurring might look like, but my bigger issue is that of the term’s significance in English. We trademark lawyers are always cautious about proposed marks that might mean something unsavory in a foreign language, and I’m surprised Garancia’s marketing team thought it was okay to sanction a mark that suggests to an English-speaking consumer that her treatment is nothing but “magic shit.” Between shit on my face and perfume that smells like shoes, I’m so far not seduced by French branding!