trademark wars
Posted by Anthony Zumpano on August 27, 2009 04:05 PM
Call it battle of the “nude” rocker relatives.
Nude Brands, founded by Ali Hewson, wife of Paul Hewson – better known as U2 front man Bono – failed to block last weekend’s launch of STELLANUDE, a perfume by fashion designer Stella McCartney – Paul's daughter, of course – whose eponymous company is part of cosmetics/beauty giant L'Oréal Group.
At issue, according to Nude’s website, was the fact that the company's European Union "Nude" trademark assigns it the right to use the word "specifically for perfumery and skincare, as well as for other products” – including a “forthcoming” Nude fragrance. STELLANUDE could still be eventually pulled from Sephora shelves, though. The case is still pending; the recent court decision denied an injunction to block McCartney’s perfume’s launch.
What this case brings to mind, besides the benefits of marrying or being born into rock royalty, is how nudity or nakedness is part of a brand name or image. STELLANUDE's promo copy claims the prodcut “evokes the delicacy of skin" and "the sensuality of silk lingerie." Nude Brands claims to be “the first luxury skincare line that is free from the chemicals your body would rather avoid.” “Nudie” brands in other categories are not uncommon. Brands from Naked Juice to Bear Naked cereal to The Naked Bee honey use some variation on the nudity concept to connote unadulterated purity.
Of course, however, sometimes “naked” means, well, naked.
More about: Nude Brands, Stellanude, Stella McCartney, L'Oréal, Personal Brands, Ali Hewson, Bono, Trademark, Luxury, Fashion, Beauty
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