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European Court decision backs L’Oreal in ‘smell-a-like’ case

#branding #cosmetics #legal #business

L’Oreal has won a further victory in its war against Bellure fragrances, which it claims sold imitation fragrance products with reference to L’Oreal branded goods.The French cosmetics giant claimed that the sale of Bellure products accompanied by a list comparing the products to L’Oreal’s fragrances, infringed on the company’s trademarks.

The European Court of Justice (ECJ) has ruled that even in cases where there is no confusion (consumers buying Bellure’s products knew they were not L’Oreal’s) there is still infringement if the intention of the company is to free ride on the back of L’Oreal’s reputation.

European Court decision backs L’Oreal in ‘smell-a-like’ case.

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