Yes, Napoleon, there is a complex.

“Mascarathon” caught my attention. After reading this Napoleon Perdis ad, though, I realized how off-strategy that header is for what the company is trying to get across here: breadth of play. If the focus were only on making lashes longer, lash extensions or long-lasting mascara, the word would hit the mark, but do I really need a “wardrobe of mascara options?” How realistic is it for women to change their mascara during the day or from day to evening? Yes, we might re-apply, but not if it involved toting around more product. Napoleon lost, indeed.

I want my mascara to multi-task; it should work as hard as I do.

What the company was probably after with “Mascarathon” was the suffix “-athlon,” as in heptathlon and decathlon. Heptathletes and decathletes are versatile performers in multi-sport athletic events. They need different equipment and strategy for each competitive category, if you will, to achieve the desired results. Unfortunately, the –athlon suffix does not score well; it is clunky and hard to pronounce in combination with “mascar-.” Therefore, maybe the change to “-athon.” They were on the right track in fusing two word parts together, but a little verbal strength training would have improved the messaging angle.

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