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Localisation Faux Pas (Archive)
July 2005 |
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| Addictive Perfume: In the United States, perfumes typically keep their exotic French names, but that can sometimes backfire. Yves St. Laurent found this out when they introduced a fragrance into the market called "Opium". It was believed to be in poor taste to name the fragrance after an illegal, and dangerous drug. The original French slogan for the product only exacerbated the situation: "Pour celles qui s'adonnet à Yves St. Laurent" or "For those who are addicted to Yves St. Laurent". When introduced into the Asian market further difficulties were encountered, as the Chinese viewed the use of the word "Opium" as a racial slur. (Adapted from: http://www.intuitive.com/globalsoftware/gs-chap5.html) |
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