Fusion Brand Inc. and “Veripur”

The Need

Fusion Brands Inc. (now Clean Beauty Collective) needed a name for a new antibacterial moisturizing hand cream with the following features:
  • Up to 4 hours of protection against 99.9% of germs without re-application.
  • Kills 99.9% of germs without alcohol or Triclosan.
  • Gentle and non-drying because it is a moisturizing lotion.

The Name

The name needed to be short, strong, compelling, instantly recognizable & descriptive. It also needed to convey confidence and efficacy but gentleness on skin. VeriPur was the chosen, winning name. “Veri” came from “verified” as in proven efficacy + “Pur” from “pure” to convey free from contaminants or bacteria & good for your skin.

The Result

Launched in the fall of 2010, VeriPur became a trusted brand in the fight against germs and bacteria but also keeping hands moisturized and hydrated.