Avon loses beautyblender infringement case

22-Mar-2016

Creator of beautyblender sponge settles intellectual property case against Avon

Rea.deeming Beauty, the company behind the popular beautyblender sponge, has settled its lawsuit against Avon.

Avon had been selling pink sponges under the name “Beauty Blender”. Rea.deeming Beauty believed this was an infringement of its intellectual property rights and has accepted a “substantial” monetary payment in compensation. Avon admitted liability for the case and has agreed not to infringe on the trademark again.



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The lawsuit was part of wider action taken by Rea.deeming beauty, which believes its innovative products have made it a “category creator” in beauty. The company has been combatting the sale of counterfeit products for several years, resulting in the removal of more than 100,000 listings on e-commerce sites such as Amazon, Groupon, eBay, Poshmark and Alibaba.

Ann Silva, President and CEO at Rea.deeming Beauty, said: “We hope that our ongoing efforts against Avon and others will send a message to both our customers and would-be infringers that Rea.deeming Beauty is fully committed to aggressively pursuing even the largest companies when they violate our intellectual property rights.”

Silva added: “Rea.deeming Beauty has an unsurpassed reputation of providing high-quality, trusted tools such as the beautyblender make-up sponge, that are coveted and endorsed by professionals and everyday women alike. We are 100% committed to ensuring that our customers continue to receive the level of quality they expect and deserve from the beautyblender name.”