SUGARBEAR is a brand for vitamin preparations and objects to the launch of a competing product BEAUTY BEAR. They argue that the signs are similar and the products identical. But most importantly: the SUGAR BEAR brand is known to the target group due to the very successful social media campaign in Europe.
SUGAR BEARs Instagram account has 1.6 million followers. Influencers like Kim Kardashian (and many others with millions of followers) have previously promoted the brand and products on their own Instagram and YouTube. Many articles about this very successful online campaign are submitted in support of the claim.
The trademark authorities therefore come to the conclusion that the SUGARBEAR brand is well-known within the target group. It is not enough that the first words are different. The BEAUTY BEAR brand has been rightly refused.
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