The possibility of a trademark lawsuit is an issue that every industry has to face. From HBO and its Sex and the City franchise, which tried to warn off a New York entrepreneur who launched a health and fitness business called "Health and the City", to Kim Kardashian being slapped with an infringement lawsuit by a Danish make-up artist.
According to industry lawyers, these legal issues are only exacerbated with the rise of e-commerce and social media.
Leanne Rakers is a patent attorney at US-based intellectual property law firm Harness Dickey.
Here she reveals to Cosmetics Business why beauty brands need to pay more attention than ever to their intellectual property in the digital age.