It is the name on the bottom of the product and not the colour, the packaging or the smell that draws most women to their favourite lipsticks, according to a new study. And those bearing a moniker relating to food and sex were most popular with consumers with Triple Chocolate Parfait and Hot Mama outselling classic nude pinks or reds, the study has found.
During the recession many cosmetics brands put more efforts in making the label more creative in a bid to boost their sales. MAC makeup boasts a spectrum of colours including Creme in your Coffee, High Tea, Popcorn and Reel Sexy while Bobbi Brown offers Salmon, Desert Plum and Rum Raisin. “The findings show, beyond simple color names, that most of the lipsticks are named after food, beverages, sex, and romance,” the Daily Mail quoted lead author Professor Debra Merskin, from the University of Oregon, as saying.
During the study, Prof Merskin categorised the names of 1,722 lipsticks from 52 national brands in order to ‘understand how meaning is constructed through lipstick naming.’ Food related shades were most popular while variants named after birds and animals were least sought-after. A spokesperson from feelunique.com, which stocks 15,000 beauty products online confirmed the trend. “Within our 50 top selling colours, food named lipsticks feature highly on the list. From Watermelon to Succulent Lychee the names speak for themselves,” the spokesperson said.