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You see them everywhere—from advertisements everywhere to drugstore shelves. But not sure how to call them exactly. If you have this basic mistrust when it comes to some of the world’s favorite fashion and beauty brands, you’re not alone. Like he’s not alone. Linguists recently compiled a list of brands that people most frequently seek out pronunciation guides from. Read on to find out what they are and how to loosen your tongue when mentioning them.
Daily Mail Online language learning platform Preply analyzed Google search data for 300 of the most popular fashion and beauty brands and reported the 10 most misspelled words.
The most uncertain fashion brand is Hermès: every month 8,100 people search for “how to pronounce Hermès” or “how to say Hermès”. The French luxury retailer is pronounced “EHR-mez”.
At the number two position in fashion, Louis Vuitton leads to 7,080 pronunciation searches each month. The correct pronunciation is “Lou-ee VWEE-tah-n”.
Number three is Versace (5,120 monthly searches). Traditional movie fans will remember that the pronunciation of the brand was an unforgettable moment in the movie Show girlsBut most people’s “correct” pronunciation is wrong. Donatella, the brand’s creative director, is known to people as “Ver-sah-CHEH,” not “Ver-sah-CHEE.”
The fourth most sought after fashion brand is Givenchy, the classic elegant house that dressed Audrey Hepburn. Breakfast at Tiffany’s. They are pronounced “Jee-VOHN-Shee”.
Number five—which is a little surprising—is Italian fashion powerhouse Gucci, the subject of Lady Gaga’s latest film and most of the talking points around Harry’s style lately. The correct pronunciation is “GOO-Chee”.
The researchers also found that famous beauty brands give people verbal anxiety. Every month, 1,810 people discover the correct pronunciation of French luxury and beauty retailer L’Occitane. (It’s “Lox-EE-tahn”).
CeraVe—a popular drugstore brand of moisturizers and skin care products—is the second most searched for (1,170 monthly). If you haven’t caught one of the brand’s ubiquitous TV commercials recently, the tee is pronounced “CER-ah-vee.”
Numbers three through five in the beauty category are Schwartzkopf (schvats-kopf), La Roche-Posay (la-ru-shh po-say) and Estee Lauder (s-tye Lauder-der).
If you’re thinking of starting your own megabrand, you might want to listen to the advice these founders didn’t take and keep things simple. “A brand name is very important. Potential customers will quickly learn about your company or product from its name,” said Daniel Saccardi of Preply. “It’s important to consider how the name can be presented to someone who speaks another language or may have trouble understanding the meaning. It’s also important to have a brand name that’s easy to pronounce. You don’t want a name that’s going to be mispronounced because that creates confusion among customers.”
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