John Frieda’s non-silicone formula with Pure Coconut Oil eliminated frizz while adding control and manageability. The sought after name needed to convey a product that surpassed the ordinary tamer in a very straightforward way. The combination of two simple words—“beyond” and “smooth”—immediately cued to the product’s benefit in a way easy to say and remember.
Very straightforward names are often refused by the trademark office as they are deemed overly descriptive. Beyond Smooth, while hovering on the descriptive, had just enough style to get past trademark objections.