Jones Road Beauty founder Bobbi Brown has revealed why the brand’s latest product launch is set to hit shelves without a name.
The MUA gave fans the “inside scoop” into the reason Jones Road Beauty’s new launch – a hybrid gel that tints the skin – is called ‘Working Name’ via a post on her Instagram account @justbobbidotcom.
“I am going to let you in on a secret,” Brown wrote in the caption.
“You are probably wondering why the new Gel Tint is called ‘Working Name’.
“Well, sometimes the perfect name takes a little longer to nail.”
While the team were able to build a product Brown dubbed “something special”,deciding on the perfect name has proved more of a struggle.
Brown opened up about the struggle in the post, stating: “Between our make-up artists, copywriter, product team and marketing team – we could not agree on a name.
“Instead of settling, we kept it honest.
“For now, it is called: ‘Working Name: Gel Tint’.
“Because that is exactly what it is.”
Jones Road Beauty's latest launch has landed before it has been named
The tint-bronzer-blush hybrid gel formula, launching in shades Dusty Rose and Sunkissed, claims to tint skin with a luminous and soft finish.
Brown’s honesty about the naming process has landed well with fans of the brand, with many taking to the comments section to share their own suggestions for a permanent name.
User Kelsey Woods (@kelseywoods79) wrote: “As someone with 20 years in Beauty Marketing – THIS is why you are an icon and always will be.
“Authentic to you.”
Another user, Jill Linville (@jville45), added, “Love your approach to this and your ability to bring your best customers along on this journey."
The Gel Tints are initially landing exclusively as part of two Jones Road Beauty product kits – Dusty Rose Kit and Sunkissed Kit.
Each kit comprises a Gel Tint, Just a Sec shimmer eyeshadow, and The Lippie Stick in shades for a cohesive look, packaged in a limited edition bag.
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