The top-level domain (TLD) “.makeup” is part of the new genres of TLDs initiated by ICANN – Internet Corporation for Assigned Names and Numbers, developed with the intention of creating a broader and more versatile cyberspace (ICANN, 2012). These new TLDs are different from the traditional .com, .org, or .edu, etc., because they denote specific industries, professions, cities, organizations, and more. The .makeup TLD is a classic example intending for businesses, professionals, and individuals associated with the makeup industry.
The global namespace expansion, according to ICANN, was to ensure a more navigable cyberspace where users can easily find relevant content (ICANN, 2012). So, by using the .makeup TLD, a company or individual can make it very clear to consumers that their website is related to cosmetics or beauty when users are searching online. For example, a professional makeup artist could use www.[theirname].makeup to directly inform clients of their services.
Managed by L’Oréal, a leading multinational cosmetics company, the .makeup TLD was launched in 2015 (CIRA, 2021), sending a clear statement that .makeup websites cater to the beauty and cosmetics industry. Thanks to this initiative, companies and individuals can now personalize their web addresses to express their affiliation with the makeup industry and differentiate themselves from competitors.
The potential benefits of using the .makeup TLD include better online brand representation and increased visibility, which can help to attract the targeted audience. For businesses, it can reinforce the brand image – for instance, www.loreal.makeup sends a straightforward message about the company, and it is relevant to customers interested in cosmetics and beauty products.
However, while more related and straightforward, industry-specific TLDs like .makeup are more expensive to register than generic ones (Mashable, 2014). Furthermore, there are some potential drawbacks, including limited widespread adoption and recognition compared to traditional TLDs, and potential confusion among less tech-savvy users.
In conclusion, the .makeup TLD is a useful tool that can be adopted by businesses, professionals, and enthusiasts in the makeup industry to display their affiliation more conspicuously in the online realm. However, weighing the pros and cons is important before migrating to an industry-specific TLD.
Sources:
- CIRA (2021). Domain TLDs, https://cira.ca/
- ICANN (2012). New gTLD Program, https://newgtlds.icann.org/en/about/
- Mashable (2014). L’Oreal Buys .Makeup, .Beauty and .Skin Domain Names, https://mashable.com/2014/05/12/loreal-buys-makeup-beauty-domain-names/
