Some beauty companies need help with their branding. Not This Works, makers of Tired Eye Serum, Really Rich Lotion, and Dry Leg Oil, among others. The high-quality aromatherapy line has never minced words. Hence, Perfect Cleavage, a name (and a promise) that might otherwise give you pause. It contains nourishing essential oils, firming algae and plant-derived polysaccharides, and leaves a subtle shimmer—much needed for the fragile skin of the neck and décolleté (it has fewer oil glands than the face, but gets just as much sun exposure).
The brand-new item joins the widening pool of anti-aging products that are meant for use below the makeup line (my spa beauty predictions are coming true!)—only I suspect it’ll fair better than many others. Why?
Its simple syntax. Brands that load up labels with useless adjectives or sci-fi-sounding neologisms make me scratch my head. (Free advice to companies: That’s prime real estate for your product elevator pitch.) If I, a professional product decoder, can’t give sentence diagramming and name decoding more than three seconds (given the flood of beauty items boxing me into my office), will a shopper?
Simple is smarter. That must have been Kathy Phillips’s thinking, the International Beauty Director for Condé Nast Asia (she oversees Vogue, W, and Allure), who is also This Works’s creator. That Phillips sniffed out Sue Beechey and Geraldine Howard, the genius duo behind Aromatherapy Associates, a top spa line, for a hand with the formulations is another feature of the product that speaks volumes.