Skip to main content

Naming Feelings

When I got my first Lakme lipstick as a teen, I remember the giddy excitement of reading the names of the different shades and how each one produced a different emotional response and informed my buying decision. That was also the time when I believed my dream job would be being paid to name lipstick and nail polish shades. I was never a make-up person and certainly did not have a weekly manicure habit - the supposed pre-requisites to dream of such a career. That job appealed to me based on the level of impact it had on me. 

I imagined every woman who was shopping for these products experienced the same things I did when I read the name of a shade. It was not enough that the shade was right for me - the name had to resonate as well, wearing that color needed to make me feel a certain way and the name had to communicate that feeling effectively. I could tell that doing such a thing at scale was not easy - each woman is different and yet the shade can be called only one name - it has to work for everyone. 

Needless to say, the shades of Lakme in India back then were fairly limited and the names were completely uncontroversial. The naming conventions of Lakme today are still quite modest. Lipstick or interior wall paint, the naming of shades had held its fascination for me over the years. But the idea is extensible to other products - ice-cream flavors for instance. When there are two or more equally worthy contenders, then the winning name can make the difference. 

Comments

Popular posts from this blog

Part Liberated Woman

An expat desi friend and I were discussing what it means to return to India when you have cobbled together a life in a foreign country no matter how flawed and imperfect. We have both spent over a decade outside India and have kids who were born abroad and have spent very little time back home. Returning "home" is something a lot of new immigrants like L and myself think about. We want very much for that to be an option because a full assimilation into our country of domicile is likely never going to happen. L has visited India more often than I have and has a much better pulse on what's going on there. For me the strongest drag force working against my desire to return home is my experience of life as a woman in India. I neither want to live that suffocatingly sheltered existence myself nor subject J to it. The freedom, independence and safety I have had in here in suburban America was not even something I knew I could expect to have in India. I never knew what it felt t...

Under Advisement

Recently a desi dude who is more acquaintance less friend called to check in on me. Those who have read this blog before might know that such calls tend to make me anxious. Depending on how far back we go, there are sets of FAQs that I brace myself to answer. The trick is to be sufficiently evasive without being downright offensive - a fine balancing act given the provocative nature of questions involved. I look at these calls as opportunities for building patience and tolerance both of which I seriously lack. Basically, they are very desirous of finding out how I am doing in my personal and professional life to be sure that they have me correctly categorized and filed for future reference. The major buckets appear to be loser, struggling, average, arrived, superstar and uncategorizable. My goal needless to say, is to be in the last bucket - the unknown, unquantifiable and therefore uninteresting entity. Their aim is to pull me into something more tangible. So anyways, the dude in ques...

Changing Pace

This blog has been a big part of my life for the last five years. Besides giving me the opportunity to connect with a number of interesting people and share my thoughts and ideas with them, it has been a form of daily meditation for me. No matter what the day threw my way, I made a very deliberate effort to find a little quiet time to write.The process of thinking about what to write and then the act of writing itself worked as an antidote to aggravations big and small. Five and half years ago, when I started Heartcrossings both my personal and professional lives left a lot to be desired for. The only real happiness I had was in being J's mother. While that was often enough to make me forget what I did not have, I sorely needed a third place to call my own and shape in the likeness of my dreams. This blog has been where there were no limits or constraints and that was absolutely exhilarating - it is the reason I have been able to nurture it for as long and as much as I have. A lot ...