Innovation in Language

Neologism means a new word or expression. Neologism is the practice of innovation in language. Medical terminology, French words and Greek and Latin prefixes and suffixes are added for allure to create a spectrum of desirable face and body products. Skin care lingo is used to invent new names for products, to convince consumers to buy an array of tantalizing beauty products – from potions, formulations, certified organic, treatments, compositions, elixirs and cosmeceuticals. The beauty lexis will keep growing and there is no reason you cannot invent your own neologism.

Gone are the days when facials were simply categorized for dry, normal or oily skin. Likewise the spa industry develops new terms and vocabulary for interesting client services. Remedies Day Spa coined the term Fassage for their Facials. Kristi of Narayan Beauty in California created her signature Faceology philosophy which blends mystic healing with natural beauty blends. A shower is not just an abundant flow of water, in the spa world it would be described as: The luxurious Les Fleur Swiss Shower provides a unique shower experience, combining an overhead deluge shower with multiple showerheads surrounding the client.

Luxury and Mystique

In 1908 Elizabeth Arden specialised in the then-famous “Grecian preparations” treatment technique, which had nothing to do with Greece. It was simply marketing to the wealthy woman of New York. The classy salon was located in Fifth Avenue. Elizabeth Arden began with homemade products, proficient facial massage techniques and was establishing a profitable business. She wanted to learn more and went to look at how the French run a beauty business. She visited many salons. She started to develop new ideas and I believe she was a master marketer. With unconventional marketing, promotions and imagination she created buzz and a memorable brand. She placed as much emphasis on her products as on her salon techniques. Helena Rubinstein also owned numerous salons. Her uncle manufactured her products. These women never did anything on the cheap. Both Arden and Rubinstein had good premises, top address, and splendid décor. The splendour they created catapulted them to success.

The Neologism Concept: They used French, Venetian, Grecian and medical names to add mystique and credibility to their products and services. Rubinstein’s uncle was a chemist, yet she said her products were manufactured by Dr Lykusky in Poland. Special terminology is used to add mystery, exclusivity and uniqueness to a product or service. The enigma adds the perception of a top formulation/process/treatment/offering/treatment protocols. It’s about sounding fresh and new.

© Belinda Meyer www.salonprofit.net