Brazil’s Natura wins EU trademark case
Beats off challenge from P&G
Brazilian cosmetics giant Natura Cosméticos has won a trademark case at the European Court of Justice (ECJ), securing EU rights to the mark Naturaviva for personal care products and air fresheners. It has beaten off a challenge from Procter & Gamble Manufacturing Cologne, formerly Mülhens GmbH & Co, which had claimed the mark would be confused with its registered mark Viva.
The ECJ’s General Court however has ruled that “the signs Naturaviva and Viva are different” and there is “no likelihood of confusion” between them by consumers, rejecting an appeal by P&G Cologne and ordering it to pay the case’s costs.
