Friday, March 2, 2018

Naming Your Perfume -- What's really important

    What follows is a short appendix to a revision of Creating Your Own Perfume With A 1700 Percent Markup! now in progress. Also in progress, a project to revise and combine two books: Naming Your Perfume And Protecting Your Name  and How To Create A More Valuable Name For Your Perfume .  
     Now here's what will appear as Appendix i in the new, short version of  Creating Your Own Perfume With A 1700 Percent Markup! --

    A good name for your perfume is useful. It won't make the fragrance "sell itself" but it can help make sales. It is worth taking time and putting some thought into a name for your perfume, even if you started your project with a name already in mind.
    Naming a new perfume successfully involves both diligent research and creative inspiration. The creative goal is to find a name that gives your fragrance a story that is told (1) by the scent itself, (2) by the name itself, and (3) by the promotional support, large or small, you give it. When name, scent, and story are in harmony, your chances of a marketing success are improved, sometimes dramatically.
Is anyone already using your name?
    You now have an issue of use. Is anyone else using your name or anything close to it? If so, your beautiful name could be a problem. Before you get too deeply committed to any particular name, search high and low for any other fragrance or fragranced product on the market that is using your name or anything close to it.
    There are two practical ways to search. First do an online search. Put your fragrance name into Google and see if you get a match in something that relates to fragrance. Search under your name plus the work "perfume." Search under your name plus the word "fragrance." Search under your name plus the word "cosmetics." With luck none of the results will reveal a conflict.
    Then go to the website of the United States Patent and Trademark Office and do a (free) TESS search. Here you are only looking for conflicts in the perfume category (classification IC 003). Sometimes you will find a mark whose registration has expired BUT just because the registration has expired doesn't mean that other party's rights to it have been lost. It might still be active in the marketplace and thus conflict with your name.
    Don't be discouraged if your first name runs into a conflict. Try again. In many cases you'll find that you were the first to associate the name with a fragrance.

Trademark rights
    Once you begin to market your fragrance under a name that nobody else has staked a claim to, you establish rights to that name, whether you register it with the trademark office or not. Your right is achieved by using your unique "mark" in "trade" (hence, "trademark"). Dreaming up a good name can't confer this right. You must produce your fragrance and put it on the market. This doesn't mean you must obtain mega sales before you gain trademark rights to your name but it does mean you must have a product and you must be offering it for sale to people "out there."
    One warning about naming a perfume. Increasingly we live in an online world. You, your business, and your perfume want to be found. The implications for your perfume's name are that it must be memorable enough and spellable enough so that seekers can enter it in searches -- and yet it must not be so common that online searches pull up hundreds, thousands, or even tens of thousands of incorrect links with your link, if it exists at all, many, many pages down.

     As always, I read all feedback and welcome your suggestions, corrections, and input.
     -- Phil

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