Recently, L’Oréal has successfully blocked a German personal care company’s attempt to register a trademark it claimed was too close for comfort. The French beauty giant challenged MeeMotion GmbH’s application for the trademark “Oh de Toilette”, arguing it was too similar to its own stylised ‘O’ trademark.
The European Union Intellectual Property Office (EUIPO) sided with L’Oréal, ruling that consumers would likely associate the new mark with the French brand, due to the strong reputation and recognition of its existing trademark. In a statement cited by Law360, the EUIPO said, “Consumers would inevitably make a mental connection with the earlier sign and the goods it offers,” adding that MeeMotion’s trademark would give it an unfair competitive advantage.
Although the EUIPO acknowledged differences in visual style and conceptual meaning between the two marks, it concluded that a clear link between the companies’ offerings “undoubtedly exists.”
This is just the latest in a string of trademark battles within the beauty industry. Earlier in 2024, L’Occitane prevented Italian model Alice Taticchi from registering her Arboria Skin Care trademark, citing its resemblance to the Erborian brand. Likewise, Yves Saint Laurent (YSL), part of the L’Oréal portfolio, halted singer Robbie Williams’ plans to launch a skincare line called Hopeium, claiming it was too close to its best-selling Black Opium fragrance name.
