How to expand on special characters?

I have an index full of brand names and some of them contain special characters (E.L.F, L'oreal) and they show up when searched for exactly but how do I set queries to essentially ignore the special character when searching for them? e.g elf = E.L.F or loreal = L'oreal. Is this a mappings issue or a query issue?

This is something to solve at index time IMO. Playing with analyzers could help I believe.

I don't have a specific answer to help but I'd go that way most likely.

That's somewhere to start at least! thanks a million.