WHY YOU SHOULDN’T USE THE EXPRESSION “MESSIEURS-DAMES” ANYMORE
Why don’t we use the expression “messieurs-dames” anymore?
If you still use this expression, you probably won’t after reading this article.
In the world of luxury, every gesture, every look… and every word counts. The luxury attitude, that subtle savoir-être which distinguishes the ordinary from the exceptional, tolerates no detail overlooked. And yet, among everyday expressions, some – though commonplace – deserve to be reexamined. Such is the case with the expression “messieurs-dames”.
Used without a second thought, this familiar formula has a significant impact on the perception of elegance, respect and professionalism. In a high-end hospitality context, the words we choose are powerful social markers.
“Messieurs-Dames” (Ladies and Gentlemen): an expression to be avoided if you want to maintain a certain level of elegance.
In the luxury industry, language is a symbol of refinement. “Messieurs-dames”, often pronounced quickly or on the fly, evokes a familiar tone, sometimes perceived as sloppy. Conversely, “mesdames, messieurs” structures the sentence, breathing life into the exchange and immediately evoking a more polite, sober posture.
Using the expression “mesdames, messieurs” (ladies and gentlemen) is not a stylistic whim: it shows delicacy and consideration, emphasizing form as much as substance.
No longer using the expression “ladies and gentlemen” to guarantee fairness
Saying “ladies” first is not insignificant. It’s part of a desire for respect and balance. Putting women first in a greeting is a sign of attention to parity and recognition.
It’s a discreet but powerful sign of a commitment to more inclusive communication – which is particularly relevant in a sector like Luxury Goods, where image and values are inseparable from the customer experience.
The importance of maintaining consistency with the overall brand experience
In the world of luxury, every interaction is designed to convey an emotion. A simple greeting cannot dissonance with this experience of excellence. Using an overly familiar formula – such as “messieurs-dames” – can create a break in brand discourse.
There needs to be a certain symbiosis between all the factors of the luxury attitude: tone, appearance, gestures and words.
An assertive professional stance
Adopting a precise, respectful and measured vocabulary is a demonstration of professionalism. Luxury customers are sensitive to these details, and it is precisely these details that create perceived value.
To say “ladies and gentlemen” is to assert a posture aligned with the highest standards.