Jones Road's "Working Name: Gel Tint" Invites Fans into the Naming Process
Laura McQuarrie — January 19, 2026 — Fashion
References: instagram & cosmeticsbusiness
Bobbi Brown's Jones Road Beauty launched new, limited-edition kits inspired by popular Miracle Balm shades, and within them, customers will find an unnamed product: Working Name: Gel Tint.
"Between our make-up artists, copywriter, product team and marketing team—we could not agree on a name. Instead of settling, we kept it honest. For now, it is called: ‘Working Name: Gel Tint," shared Bobbi Brown on Instagram. The transparency about the naming process resonated with fans, who appreciate being brought along for the journey, and are accepting the invitation to share their best ideas for a potential product name.
As it stands, Working Name: Gel Tint is exclusively available as part of two Jones Road Beauty product kits—the Dusty Rose Kit and the Sunkissed Kit.
"Between our make-up artists, copywriter, product team and marketing team—we could not agree on a name. Instead of settling, we kept it honest. For now, it is called: ‘Working Name: Gel Tint," shared Bobbi Brown on Instagram. The transparency about the naming process resonated with fans, who appreciate being brought along for the journey, and are accepting the invitation to share their best ideas for a potential product name.
As it stands, Working Name: Gel Tint is exclusively available as part of two Jones Road Beauty product kits—the Dusty Rose Kit and the Sunkissed Kit.
Trend Themes
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Consumer-centric Product Development — Inviting consumers into the product naming process allows brands to build deeper customer engagement and loyalty.
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Transparent Brand Storytelling — Openly sharing behind-the-scenes decision-making can positively impact brand perception and authenticity.
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Limited-edition Product Strategies — Limited-edition products create exclusivity and urgency that can drive higher sales and brand attention.
Industry Implications
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Beauty and Skincare — Innovations that involve consumers in product development offer new ways to enhance brand loyalty and personalized experiences.
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Marketing and Advertising — Storytelling that promotes transparency can disrupt traditional marketing models by fostering consumer trust and engagement.
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Retail and E-commerce — Limited-edition offerings and exclusive releases can transform traditional sales tactics into powerful methods for driving consumer interest.
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