Someone in Maybelline’s marketing department thought it would look edgy, cool and mysterious. Most companies don’t care whether their product names and package designs make sense - they care whether the product sells. I’m sure that a company as big as Maybelline wouldn’t change a product name just because they ran out of room on a label.
Cosmetic Company Marketing Departments:
–If you’re listening–
An apostrophe between two vowels (as in “Ka’abah”) looks edgy and mysterious.
Using a “before and after” form to recycle the “e” (like this: “VOLUMeXPRESS”) looks cool.
Leaving out a silent “e” at the end of a word, for which there is no precedent nor rational reason, and replacing it with a random apostrophe, just out of the blue because you can, is like a girl dotting her "i"s with hearts or something. Or like that guy Tim who spells it with a “3.” It’s goofy.
Now, if you want to buy my fiendishly clever idea for a name for a line of cosmetics – and I’m telling you, it’s a frickin awesome idea – message me here.
I don’t know, I kind of lik’ it, and think it is a good idea, at least to th’ extent that it will bother other peopl’ mor’ than m’, and therefor’ is useful in th’ rac’ to driv’ everyon’ els’ crazy befor’ I get ther’ myself, leaving m’ in charg’ of th’ world.
Could be they didn’t want the collision of two adjacent letter Es - although this would matter more if the name was run together on one line - i.e. colossalvolumeexpress - could be mis-parsed as ‘eexpress’
…It may be that they wanted it to sound European, because they translated one phrase on the packaging into Spanish and French:
instant volume no clumps
volumen al instante sin grumos
volume instantané sans grumeaux
Hee hee, “sans grumeaux.” But you notice there that neither exotic European language spells it without the “e.” Maybe skipping that “e” and going right on to “express” somehow implies truly expediting things.
