I am sure that there were many, many, many hours of discussions, focus groups, high level marketing summits and other activites carried out at Dolce & Gabbana when they were planning to name their new The One perfume derivative "l'eau the one"
Sadly, it seems that no-one tried saying it repeatedly. A classic case of not thinking about how people work and think. It probably looked really good on the boards, and had lots of really creative "thinking" around the proposition and the lifestyle statements.
But how many people are going to buy, or look forward to receiving, a bottle of "loathe one".