Profiles

How Companies Got Their Names

Owners put as much thought into finding a name for their companies as parents do for their children. People, songs, and dreams provide inspiration.

A Show of Hands: After three sleepless nights, owner Beverly Bennett derived the phrase “a show of hands” from Roget’s Thesaurus. “No other name seemed as fitting for the manicure supply business,” she says.

Alpha 9: “We wanted a company that would be successful, a 10,” explains vice president Gary Sperling. “Alpha means one, so one plus nine equals 10. So, on a scale of one to 10, 10 being the best, our company is a 10.”

American Manicure Corp.: “Wewanted it to be clear that this was an American company producing specialized American nail products especially for the hands of American women,” explains Donn Bearman, president.

Assistex: Because the people at Assisted try to develop and sell products thatassist nail techs, the name Assistex reflects the company purpose.

Backscratchers: Wanting a catchy name that would be easily recognizable and synonymous with the nail industry, Backscratchers was chosen to reflect the uniqueness and originality of the company, says Jack Megna, president.

Beautiful Feet: Says president Rudy Lenzkes Jr., ‘The name is basically self-explanatory.”

Brand Nails: Brand Nails was originally called Magic Sculptura Nails Alyce Brand, president, was so amazed with the product when she applied it for the very first time that she exclaimed that it was magic. Magic Sculptura was sold in 1983, and Brand Nails, named for Alyce Brand, was created.

Calvert International: Owner Calvert Billings used his own name for the company for a personal touch “I’m very people-oriented and wanted to stay close to the customer. They know whose company it is—it isn’t just initials like IBM.”

CDG Fashion Nailwear: The company has assembled a group of nail art design champions and industry professionals whose mission is to deliver only the best m this category to the cosmetic industry

C. R. Manufacturing Company: The principals decided to think of a name that would make people want to see the line of products. Thus the name C. R. (“see our”) Manufacturing Company came to be.

Creative Nail Design: The company is called “Creative” because they are creative thinkers and they surround themselves with creative people, “Nail” because they are in the nail industry; and “Design” because that’s what they do.

Design Classic: The fingernail line that was going to stand above the rest had to be a classic. Owner Ben Edwards points out that “classic,” as defined by Webster’s dictionary, is “something serving as a standard or guide, which has enduring quality and style; a work considered definitive m its field”

Develop 10: Lee Spelling, vice president, explains, “Our compa­ny name, Vital Nails, was origi­nally to have been our product name, but Vital Nails was already used by another product and was unavailable to us. So Develop 10 was born. That name and our product names are the brainchild of company founder Terry Cutrone.”

Diamond Cosmetics: The name Diamond Cosmetics was selected because the business is family-owned and Diamond is a family name.

The word “diamond” connotes high quality. When they added the nail enamel line, the company named it after one of the owners, Flossie Diamond.

East Coast Air Brush (ECAB): Thecompany name was decided because ECAB has its headquarters in New York on the East Coast ECAB is used to answer phone calls because East Coast Air Brush is a lot to say m one breath.

Essie Cosmetics Ltd.: Company president Essie Weingarten felt that her product line was good enough to use her own name.

Flowery Beauty Products: “Since no one currently at Flowery was alive in 1910 when the company was founded, we can only goon hearsay,” says executive vice president Geoff Geils “The original owner had two daughters named Rose and Iris. It is believed that in order to please both girls he named the company Flowery Manicure Products In 1985, we changed the name to Flowery Beauty Products because we had grown to include so many other foot, hand, and skin care products.”

Forsythe Cosmetic Croup: Wanting a name that expressed the ability to look ahead, the company chose the word “foresight” and altered its spelling.

Galaxy Nail Products: The founders of Galaxy, Kym andTimothy Lee, wanted a simple name to connote their vision and futuristic approach, They chose the name Galaxy because they believe that the sky is the limit.

Gena Laboratories: The original owner’s wifewas named Gena (pronounced with a hard “G”). When thecompany was purchased by Howard Black and Don Cottam in 1979, they didn’t want to lose company identity, so they simply softened the “G” to its current pronunciation.

Hair Care Nail Supplies: Bobbi Berman, president, explains, ‘We realize our name can be misleading, but onceyou get to know us you will see where we specialize.” Originally providing products for the hairdresser, Hair Care Nail Supplies now focuses its services on the nail technician.

International Beauty Design (IBD):

The company’s name is a reflection of who the company is, says IBD International Established in the American nail market, IBD has expanded its expertise in nail care to more than 15 countries. Beauty The company is in the beauty business, providing products designed for beautiful results. Design: The company displays its design expertise in its packaging, products, and business design.

Isabel Cristina: Company president Isabel Cristina has been a cosmetologist for 30 years and a nail technician for 25 by naming their product after a technician, the company feels they can offer salon products for the educated professional backed by the authority of attained experience.

Joyart Jewelry Company: Joyce Bogen, president, says the company name is acombination of her name and her partners, Arthur Cafaro. “It was a way to have a little bit of each of us in the company name,” she explains.

Markron Cosmetics: This company is named for its founders, Marko and Ron Bowers.

Mehaz International: “After two bottles of wine one night in October 1988, we combined the last names of Jerry Mennicken and Ardo Hazelzet. Pretty clever, don’t you think?” recalls Jerry Mennicken, one of Mehaz’s founders.

Menda Scientific Products: Menda was founded in 1947 by David Menkin and his partner Bud Darling. The combination of their names resulted in Menda.

Nail Emporium: This company got its name because it’s one-stop shopping for nail supplies only.

Nail Stuff-N-More: President Mona Townsend liked the company name Nails-N-Stuff, which was owned by a friend of hers. “Most important, the name Nail Stuff-N-More is all encompassing,” she says.

Nail Systems International (NSI): NSI offers nail technicians several systems for liquid and powder, gels, odorless, and fiberglass, and the company feels that the name “Nail Systems International” fits their idea. Because saying the entire company name took a lot of time for the customer service representatives, the company shortened the name to NSI and had it trademarked.

Nailco: President Larry Gaynor says the company wanted a name that would tell nail technicians what the company is. The word “company” sounded too generic, so they abbreviated it and added it to “nail” to form Nailco.

Nailite: Nailite started as a gel company. The name, quite simply, refleets the system the company offers nail technicians.

Nails, Etc.: A full-service nail supply that offers nail technicians all the supplies they need along with waxing and tanning items , the company feels that Nails, Etc. is “what it’s all about .”

Nail Technology: The name shows the company’s commitment to education, says owner Geraldine Posa. “We believe in education, especially for the beginner, and ‘Nail Technology’ emphasizes that,” says Posa.

Nina International: Seeking a name that would have international appeal and satisfy the varied tastes of women all over the world, the principals ofNina International elected to name their lip and nail products “Nina” because it is the onlyname universally pronounced the same in every language, from Italian to Sinhalese.

No Lift Nails: No Lift Nails got its name from the nail technicians who tested the product. After the company gave samples to salons, they received phone calls asking what it was because “there was no lifting” when clients returned for fills. A dozen of these calls convinced the owners to name the company and the product No Lift Nails.

No-Miss Nail Products: Al Ruben-stein, vice president of manufacturing, says the family-owned company was named for his two children, Noel and Melissa.

Nuart International: Kate Craddick, vice president, explains that president Chung Lee came up with the company name by putting letters together. He liked the sound of “Nuart.”

Olan Laboratories: Founder Maurice Minuto named his company after his wife Olanda, deleting the last two letters of her name.

On the Spot Nail & Beauty Supply: President Steven Greenspan says, “The concept for my nail supply was that I would bring the warehouse to the salon. I have a truck that contains all my inventory and I go from salon to salon. The nail techs get their supplies right away — on the spot.”

OPI Products: OPI Products used to be a dental supply business. OPI stands for “Odontrum Products Incorporated”; when the company offered acrylics for the nail industry, they chose simply to keep the old name.

Origi-Nails: Emmett Hickey wanted an original name for his new company and says he spent hours looking through the dictionary “I kept going back to the word ‘original.’ At first I thought it was very corny and I wasn’t very comfortable with it, but after hours of looking, it got more comfortable,” he says.

Orly International: Orly International is named after Orly Pink, the wife of the company’s founder and president, Jeff Pink. She is an expert in the fields of makeup artistry, color, and fashion.

Peau de Peche: The president of the company, Paul Dimeglio, sat with six friends and English, French, Italian, and German dictionaries. They liked “Peau de Peche,” a French phrase that pays a compliment to a woman’s “glow.” (Translated, the phrase means “peach skin “)

Polished Perfection: Polished Perfection was selected because perfection should be everyone’s goal when servicing a customer. The polished nail shows every-flaw, thus, the ultimate goal for the artificial nail is to be “polished perfection.”

Princess Nails: Vice president Arlene Homaidan explains that the company is named after her daughter; who was nicknamed “Princess” by Homaidan’s mother.

Professional Selections International (PSI); The four owners of PSI wanted the name to show the professional nail technician that PSIs selection of products are chosen especially for the professional

Pro Finish USA Ltd.: The name was inherited, says Peter Nelson, managing director.

Puretan: Puretan was derived from a trademark lotion line formulated by Sunfit (Puretan’s former name). “Puretan” indicates that tanning is done in the purest way possible, says the company.

Rudolph International/Soft Touch:

Rudolph International was named after the owner, James Rudolph. Soft Touch connotes the company’s claim to fame, which is making gentle abrasives such as cushioned files. Louise Rudolph, CEO, explains that they didn’t want the name of the line to have a “rough and ready connotation”

Salon Partners: The name was chosen so that nail technicians would know that the company’s product was created especially for the professional. Salon Partners aims to manufacture products according to professional technicians’ specifications.

San Francisco Nails Art Company: Lynn Rae Ries, president, says when she opened a salon she was thinking big. She planned to ex­pand into a chain of salons and decided that San Leandro, which is where the company is located, wouldn’t be a name recognized by people nationwide — so she chose San Francisco.

Seche: Many names were considered for the company, but the principals decided to go with a name that best represents what the product does—“seche” means “dry” in French.

Set-N-Me-Free: The founders of Set-N-Me-Free Aloe Vera Company named it after a phrase in a children’s choir song titledMyMusic: “Music is me/I hear it m my heart and in my soul/Setting me freeto rise above the world that others know.” These words fit the results of using quality aloe vera products and the freedom one feels as the body is cleansed of toxins by the aloe vera treatment, explains the company.

Simply Elegant: “The name Simply Elegant belonged to a dress shop that went out of business. My beauty supply was expanding and needed more space, so we decided to lease the empty Simply Elegant building,” says president Rudy Lenzkes. “The cost of replacing the Simply Elegant sign mounted on the roof of the building was going to cost in excess of $2,000, whereas it would only cost $15 to change the name of my beauty supply to Simply Elegant.

“With a name of Simply Elegant, it is always implied that the decor and our way of doing business would reflect the name. There have been numerous times in the past 15 years that major decisions have been made to enhance the image created by the words ‘simply elegant.’”

Snails Italian Jewelry: “Iwas sitting on my living room floor with the person who was then my partner, and we were trying to think of a name for a nail charm,” says president Marlene Sortino. “Something small, cute, and fun, something that would be easily related to nails. As I was doodling on paper, the name ‘Snails’ developed.”

Star Nail Products: Star was created by using the first initials of the three founders, Steven, Tony, and Roberta Cuccio.

Tammy Taylor Nails: The company chose the name because it is easy and catchy. Tammy Taylor, owner, started out as an instructor and knew that technicians normally remember the instructors name.

Tropical Shine/Realys: Michael Falley, Zoe Falley, Lisa Crowther, and Julian Wilson were sitting together one evening when one of them said, “Lets go into the nail business Let s thinkof a name” Michael’s first words, “Oh, really!” (not meant to suggest a name) were written down on a paper bag: “O, Realy.” They put an “s” on the end and started “O Realys.” Later they changed the name to “Realys.”

TruNails: The name TruNails means the products are the truest to natural, explains the company.

Tweezerman: Twelve years ago, presidentDal La Magna designed an eyebrow tweezer that he sold to salons for retail. Although he anticipated that his tweezers would become famous as signature tweezers à la Yves St. Laurent or Pierre Cardin, La Magna simplified matters by calling himself “the Tweezerman.”  “The name got lots of laughs and I figured receptionists would file our phone number under “T” and would be able to find the company,” explains La Magna. “Tweezerman and the company slogan, “We aim to tweeze’ still get laughs, and my customers always find us.”

Ultronics: Two criteria were used as the basis for Ultronics’ name it had to reflect the company’s business; which is ultrasonic cleaning and disinfecting systems, and it had to be a high-tech name indicative of advanced technology Ultronics was a simple yet sophisticated trade name that the company principals felt addressed then commitment to high-quality products. The raised O in the logo represents a “scrub bubble.” which is typical of the Ultrasonic cleaning method used in the medical and dental fields.

Worldwide Cosmetics: “There are a lot of companies on the stock exchange with the name Worldwide,” says partner William Moskovits. “We just changed it to ‘Worldwide Cosmetics’ and happened to like it.”

Keywords:   Alpha 9     Beautiful Feet     Calvert     CND     Dal LaMagna     Develop 10     Diamond Cosmetics     Emmett Hickey     Essie     Flowery     Gary Sperling     Larry Gaynor     Mehaz     No Lift Nails     Olan Labs     OPI products     Origi-Nails     Pro Finish     Rudy Lenzkes     Seche     Simply Elegant     Snails Italian Jewelry     Star Nail Products     Tweezerman     ultronics  



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