What’s In a Name?
The secret of a young Malibu couple’s big dream
By Isel Longoria
August 06, 2019
One of the first couple portmanteaus in the business, Jan & Frank Day initially had a different name planned for their beauty business.
Here’s a secret only a few know about: it’s how the word “JAFRA” was created. Do you know the story? I’ll tell you anyway.
Before Bee Z
. Before J-Rod
. Before Speidi
. Before Bughead
There was JAFRA.
Our story begins on July 1, 1956, when a young and hopeful Frank Day goes to Dean Reed Company to register the business he and his wife Jan dreamed up: “Cosmetic Exclusives by Janna.” Their venture would be named after their daughter, Janna. The labels designed with that name looked attractive to Jan, but Frank suggested they try something different.
Here are excerpts from Jan’s diary telling the story of how “JAFRA” came about.
“Frank thinks it might be better to combine our names – like Frank and Jan – Fraja … or Jan and Frank – Jafra. My reaction – ‘Jafra?’ – that name is ridiculous. It sounds like Africa spelled [backward]. It will never catch on.”
Jan brushes off his suggestion and goes on to approve the proof labels with the “Cosmetic Exclusives by Janna” name. Suddenly, she asks the commercial artist if he would try the word Jafra.
“His eyes lit up and he started sketching. He said, ‘That name has magic – I know just how to put that on a label.’”
Excitedly, Jan rushed home to show Frank the new proof labels with the name “Jafra” on it. They agree on the new name and voila! JAFRA was born. Jan ends her diary entry saying,
“Frank is always right and has a sixth sense for names. Of course, I knew all along that JAFRA was [a] perfect choice.”
Take that Brangelina and Kimye! Jan and Frank were innovators not only in skin care, but in marketing tactics as well!
When the company was founded on August 6, 1956, it was inspired and created for two main reasons:
1. To provide the finest products available
2. To create a program that appreciates people
Today, JAFRA is part of the Vorwerk family and has over 600,000 Independent Consultants worldwide. It continues to provide quality products and an exceptional business opportunity.
Cheers to 63 years and counting!