[OFFAPPS-215] Use full locale name

:page_facing_up: 

Use the full locale name instead of the tag for user's locale.

![screen shot 2013-11-19 at 14 10 13](https://f.cloud.github.com/assets/172804/1572771/554ebda8-5124-11e3-9686-c1f4d953a62d.png)

JIRA: https://zendesk.atlassian.net/browse/OFFAPPS-215

/cc @maximeprades