More than a decade ago, I was hired by a large US retailer to develop names for a new perfume the retailer was introducing. There was no actual fragrance for me to sniff, or even a list of ingredients—just a concept and a target audience. The “juice,” as it’s called in the business, would come later.
A few years after that project I attended a talk by a fragrance-industry consultant who told the audience that most perfumes are created that way now: first a mood board, then a name, and then, finally, the contents of the bottle.
Most perfumes. But not all. Not, for example, Fucking Fabulous, a unisex fragrance launched in 2017 by American fashion designer Tom Ford. In this case, the name came last.
The official line from the Tom Ford brand is that Fucking Fabulous is “undeniably the most straightforward name for a beautiful scent.” It’s a little too straightforward for many retailers. Bluemercury, an upscale beauty chain, bowdlerizes it as F’ing Fabulous (see image). Nordstrom, Bloomingdale’s, and Neiman Marcus just call it Fabulous, while depicting the bottle with the full name. Sephora, by contrast, minces no words: It’s Fucking all the way.
After John Kelly published his comprehensive post on merkin in 2015, I assumed there could be little left to say about those pubic hairpieces with the quaint name. (You should read the whole post, but here’s the etymological gist: from Matilda to the diminutive Maud to the secondary diminutive Mal to the third-degree diminutive Malkin to the variant merkin.) Yet recent developments suggest that we are far from finished with merkin, or it with us.
When Nancy Friedman, who writes about sweary brand names for Strong Language, discovered a California audio-equipment company called Schiit and a Norwegian travel-bag company called Douchebags, she couldn’t keep the story to herself. She emailed trademark lawyer Anne Gilson LaLonde, who’s written for Strong Language about “scandalous” and “offensive” marks, and asked: WTF? What follows is their online conversation, condensed and edited for clarity. Style note: We’re following the convention in trademark law to use all capital letters for trademarks. When referring to the business itself, we capitalize only the first letter of the name.
Last week, in response to the passage of draconian anti-abortion laws in several U.S. states, a Los Angeles–based makeup company announced that for four days it would be donating 100 percent of its revenue to organizations that support reproductive rights. The company, which was founded in the aftermath of the 2016 presidential election “by a group of jaded romantics,” is no stranger to controversy. The provocation begins with the company name: Lipslut.
Pictured: Lipslut’s “F*ck Trump” shade. The company also sells “F*ck Kavanaugh” (named for the newest U.S. Supreme Court Justice, Brett “I Like Beer” Kavanaugh), “F*ck Hollywood,” “Notorious R.B.G.” (a tribute to Supreme Court Justice Ruth Bader Ginsburg), and a dark purple shade called — deep breath — “Leftylibglobalistsantifacommiesocialisthollyweirdopigs,” which takes its name from an internet troll’s insult.
Lipslut joins an increasing number of mainstream brand names, titles, and idioms that deploy the S-word. As of this writing there are 54 registered or pending SLUT trademarks in the U.S. Patent and Trademark Office database; while a few are put to risqué use (SLUTNATION.XXX), many are family friendly. Which means that slut—a wanton word throughout its history—may be shape-shifting yet again.
Below is a guest post by David Morris, a sub-editor and former English language teacher who holds a master’s degree in applied linguistics. David previously wrote for Strong Language about Gofukumachi and other English swears in Japanese words, and about an accidental ‘cunt face’ in The Sound of Music. He writes regularly about language at his blog Never Pure and Rarely Simple.
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A running gag on the TV show The Simpsons has Bart ringing Moe’s tavern and asking for someone with a joke name which contains a double entendre. Moe asks his patrons if that person is present in a way which highlights the double entendre, before realising he’s been pranked again.
One very controversial example has Bart ‘looking for a friend, last name Kebum, first name Lee’. Moe says, ‘Hey guys, do I got a Lee Kebum? C’mon, look at the stools. Is there a Lee Kebum? Somebody check the rear. I know I got a Lee Kebum.’ Barney then quips, ‘Then you probably shouldn’t be handling food!’ Leaky bum, haha.