{"id":35035,"date":"2020-01-24T11:39:36","date_gmt":"2020-01-24T16:39:36","guid":{"rendered":"https:\/\/www.iposgoode.ca\/?p=35035"},"modified":"2020-01-24T11:39:36","modified_gmt":"2020-01-24T16:39:36","slug":"glossier-tries-building-brands-image-by-filing-two-trademark-applications-for-the-packaging-of-its-products","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2020\/01\/24\/glossier-tries-building-brands-image-by-filing-two-trademark-applications-for-the-packaging-of-its-products\/","title":{"rendered":"Glossier Tries Building Brand\u2019s Image by Filing Two Trademark Applications for the Packaging of its Products"},"content":{"rendered":"\n

In early 2019, the beauty and skincare brand Glossier Inc.<\/a> filed two trademark applications with the United States Patent and Trademark Office (USPTO) relating to the packaging of its goods. The first application was filed with respect to its pink-lined boxes<\/a>, with the colour pink claimed as a feature of the mark. The second application relates to the pink bubble wrap pouches<\/a> also used to package the goods. Both applications were filed for the same goods and services \u2013 cosmetics, makeup, skincare products, and the like. <\/p>\n\n\n\n

INITIAL REFUSAL BY THE USPTO<\/strong><\/p>\n\n\n\n

On July 24, 2019 and August 28, 2019,\nthe USPTO responded to the bubble\nwrap trademark application<\/a> and to the application\nfor the pink-lined boxes<\/a> with initial refusals. <\/p>\n\n\n\n

With respect to the pink-lined box\ntrademark application, the USPTO argued that the colour mark was not inherently\ndistinctive. As stated by the USPTO, colour marks are never inherently\ndistinctive and can only be registered if there is sufficient proof of acquired\ndistinctiveness. This was not the case for Glossier. Specifically, the Office\npoints the applicants to different versions of pink-branded boxes sold with\nbeauty and cosmetic products, including various goods from Kylie Cosmetics<\/a>. Since\nconsumers are accustomed to seeing the colour pink used on packaging for\ncosmetic and beauty goods, the USPTO states that consumers are likely to\nbelieve that the pink colour is a decorative feature, rather than attributable\nto a particular owner. <\/p>\n\n\n\n

The pink bubble wrap was also refused\nby the USPTO, specifically due to the fact that the packaging appears to be a\nfunctional design, as outlined in section\n2(e)(5)<\/a> of the US Trademark Act. The\napplicant\u2019s specimen demonstrates that the circles that appear on the packaging\nare a type of cushioning that is generally used as a protective feature for the\ngoods being stored. Therefore, a central feature of the packaging has a\nspecific utilitarian function. Further, the Office notes that the mark consists\nof a non-distinctive configuration of packaging that is not registrable without\nsufficient proof of acquired distinctiveness. \n<\/p>\n\n\n\n

MODERN\nBRANDING<\/strong><\/p>\n\n\n\n

With the increase of social media and influencer marketing, brands\ncontinue to distinguish themselves from competitors based on the packaging of\ntheir products. When sending products to influencers and public figures,\ncompanies are aware that the \u201cunboxing<\/a>\u201d process may\nbe shared on the influencer\u2019s social media feed, likely reaching  a large number of highly engaged followers. If\nthe product that is sent is promotional or advertised, a video of the\ninfluencer unboxing the goods may even form part of the sponsorship agreement. <\/p>\n\n\n\n

Brands use this unboxing experience as a way to reach new and existing\nconsumers. This is especially relevant with respect to millennial consumers. It\nis unsurprising that brands like Glossier, who have built an identifiable,\nprevalent and consistent brand image, are seeking trademark protection for their\ninvestment in their product packaging.<\/p>\n\n\n\n

WHAT\u2019S NEXT?<\/strong><\/p>\n\n\n\n

Although the both of the Glossier\u2019s marks have been refused registration, Glossier may respond to the refusals contained in the USPTO office action by submitting evidence and arguments in support of registration within six months. Given the increasing and prevalent use of product packaging to appeal to consumers and define a brand\u2019s image, it is likely that trademark applications such as Glossier\u2019s will continue to be filed in the USPTO and in other jurisdictions, including in Canada. <\/p>\n\n\n\n

Written by Alessia\nMonastero, IPilogue editor and articling student at Deeth Williams Wall LLP.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In early 2019, the beauty and skincare brand Glossier Inc. filed two trademark applications with the United States Patent and Trademark Office (USPTO) relating to the packaging of its goods. The first application was filed with respect to its pink-lined boxes, with the colour pink claimed as a feature of the mark. The second application […]<\/p>\n","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[3,60,62,1],"tags":[2964,870,3315,393,501,56,1327,144],"class_list":["post-35035","post","type-post","status-publish","format-standard","hentry","category-blogs","category-ip","category-trademarks","category-uncategorized","tag-alessia-monastero","tag-branding","tag-cosmetics","tag-intellectual-property","tag-marketing","tag-trademarks","tag-united-states","tag-uspto"],"yoast_head":"\nGlossier Tries Building Brand\u2019s Image by Filing Two Trademark Applications for the Packaging of its Products - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2020\/01\/24\/glossier-tries-building-brands-image-by-filing-two-trademark-applications-for-the-packaging-of-its-products\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Glossier Tries Building Brand\u2019s Image by Filing Two Trademark Applications for the Packaging of its Products - IPOsgoode\" \/>\n<meta property=\"og:description\" content=\"In early 2019, the beauty and skincare brand Glossier Inc. filed two trademark applications with the United States Patent and Trademark Office (USPTO) relating to the packaging of its goods. 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