Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


L'Oreal developed a breakthrough, long-lasting, strengthening nail polish to be introduced under the Maybelline brand. They wanted a telegraphic name that would be easily understood in the US as well as major international markets. The name ForeverStrong, created by Applebaum, clearly conveys the key product attributes with an attitude that speaks to the target audience and helps the product stand out in the highly competitive beauty product category. Linguistic testing revealed that the English word components were easily pronounceable and conveyed the intended meaning across key European and Asian markets.