The distinctive character othe shape of a three-dimensional cosmetic product. Implications in the context of the registration of the sign as a trade mark
(Commentary to the Judgment of the General Court of the European Union Of 14 July 2021 in case T-488/20 Guerlain)
DOI:
https://doi.org/10.5944/rduned.34.2024.44328Keywords:
Distinctive character of the mark; Three-dimensional mark; European Union trade mark; European Union three-dimensional trade mark application; Shape of a semi-cylindrical lipstick; Absolute ground for refusal; Article 7(1)(b) of Regulation (EU) 2017/1001; secondary meaning.Abstract
To be registrable, any trade mark - and shape marks are not exempted - must possess the requirement of distinctiveness. This is not always accepted at the administrative level (by registration offices). The EUIPO refused registration of a lipstick whose shape differs from the vast majority of lipsticks on the market, but a court ruled that it was sufficiently distinctive to overturn the earlier refusal altogether. The EU Court, after careful analysis, held that Guerlain’s lipstick met special requirements, such as making it iconic, immediately indicative of commercial origin.
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