Chanel blunders

June 2020. A new cosmetics brand in the European register: Cocoage. It sounds a bit like Coco (Chanel), but for older people! We won’t stand for that, they must have thought at Chanel, and so the French group, which also owns trademark rights for the wordmark Coco, filed an opposition to the new European application of the American Universal Handicraft.


Piece of cake?

You’d expect it to be a piece of cake with a trademark so close to the world-famous Coco brand. But still it went wrong. On 22 May, Chanel lost the opposition. How is that possible?

coco chanel

Chanel’s neglect

It was not because there is no infringement, but Chanel simply neglected to submit any evidence. Chanel’s opposition was based on an old French national trademark registration of the Coco trademark. According to the rules, in case of a European opposition, you have to submit a copy of the French registration certificate. Despite several reminders from the EUIPO, Chanel did not manage to do so. That means the ruling is simple: Chanel loses and Cocoage gets its European registration. What a shame!

Bas Kist