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An 'Initial' Success: CC and the Perfect Merger
By: Briskman Stanfield
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Recently, a beautiful match has been made that deserves proper recognition. If you guessed the merger of Omnicom and Publicis, two industry giants making headlines to become the largest advertising company in the world, sound the buzzer…wrong answer. Read on.

This union is all about a company born with the right name appeal. Better yet, precisely the exact initials: “CC” as in Coco Chanel. In taking advantage of a trending cosmetic, Chanel has also added the latest CC cream to their product line. However, this company has achieved a fit far better than Cinderella’s glass slipper, earning them the royal “booyah” in advertising.
 
Backing up for those who may be beauty alphabet challenged, here’s the primer. The double-lettered formulas are all the rage for these all-in-one “magic” creams. BB entered first, shorthand for beauty blemish/balm. Next CC, which gave more reason for alliteration and color correcting/completing, emerged. Interpretations vary by company as each brand tweaks the translation to make it more their campaign own.
 
BB and CC (with DD rumored to be next) are two different formulas that serve specific purposes. The original version, once privy only to dermatologists, dates back to the 1960s, then not too long ago was recreated and marketed big time in Asia.
 
Presently, after taking the U.S. cosmetic brands by storm, it was no surprise to see brand after brand introduce their double-lettered wonder to product lines from basic Olay, Maybelline, Cover Girl and Garnier to upscale Estée Lauder, Dior, Dr. Brandt, and others. However, when Chanel introduced their version of CC cream, it was a game changer that was totally off the advertising “CC” (clever charts). Why? Simply because Chanel could play up the initial claim game in their most chic, without-much-ado style, simply based on the credibility of…ooh la la!
 
Who would think that letters could be so powerful? While Clinique was not far behind with their single signature C, they still were one letter shy in winning the claim to the letter campaign name race. Chanel most definitely brought their “AA” (aah/awe) game factor with two meaningful letters that all crave to acquire.
 
Suddenly it was clearly obvious who was ahead, riding the beauty CC campaign battle wave (perhaps Bobby Brown clinched the BB?).  
 
Yes-sir-ree, Madame/Mademoiselle! This is the one and only, no carbon copy. In plain words, the original, real deal with instant advertising built into a memorable name that gives complete bragging rights of two classic initials that just so happen to represent a cream sweeping the country called CC (interlocking or not). It totally befits the brand and doesn’t take the merger of two (ahem) industry giants to collect double the data to figure this beauty out. 


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About the Author

Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.

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