One of the key elements for businesses and products to become successful is the name.

The process of recognizing a brand gets started precisely from its naming, and how it can remain imprinted in the minds of consumers. That's why the naming is one of the most strategic communication activities.

On the usage of words in the realm of perfumes, and particularly on the attribution of a name to a brand or a new fragrance, a “best practice” exists because the name is not just an “empty” coding, but it gives also life to the existence of a perfume through its positioning, its imagery, its impact, its legal protection.