The Court of Appeal (CA) responded unfavorably to trial court's pro-trademark decision in L'Oreal v. Bellure. The trial court Judge held that the use of L'Oreal's trademarks in comparison lists of L'Oreal's perfumes and inexpensive smell-alike fragrances constituted infringement. The trial court Judge further held that the similar packaging and containers of the smell-alike perfumes infringed L'Oreal's trademarks for the perfumes Miracle and Tresor. The Court of Appeal was critical of the trial court's holdings but stayed its holding pending the response to a series of questions submitted to the European Court of Justice (ECJ).
First, the CA questioned whether the lists comparing L'Oreal's perfumes to perfumes of smell-alike merchants infringed L'Oreal's trademarks if L'Oreal did not suffer any economic or reputation damage. The CA asked the ECJ to answer this question; the CA also expressed that it did not think this was infringement. The CA found that the comparison lists were essentially descriptive, providing an honest description of the smell-alikes. Additionally, as the CA put it, "consumers are not stupid," given the gaping disparity in pricing and different marketing channels, no consumer would buy a smell-alike fragrance expecting the quality of a L'Oreal fragrance.
The CA then had to determine whether smell-alike merchants' use of packaging and containers similar to those used by L'Oreal's was infringement. The CA questioned whether it is fair for smell-alike merchants to get a "free ride" on the extensive advertising and promotion of L'Oreal perfumes. This "free ride" is presumed when a purchase is influenced by customer's mental association of the smell-alike perfume with L'Oreal perfume.
The evidence indicated that smell-alikes packaged and bottled similarly to respective original perfumes sold for a slightly higher price, and the CA asked whether the smell-alike merchants were taking an "unfair advantage" proscribed by the statute, when they used packaging and containers that were similar to those used by L'Oreal, even if there was no harm to L'Oreal's sales and reputation. While the CA left this determination to the ECJ, the CA did not see this use as unfair if L'Oreal experienced no harm.
Although the answers by the ECJ could alter this outcome, the CA makes it clear that trademark owners will find it difficult to keep their marks off comparison lists absent a showing of injury to reputation or economic harm.
Vol. 53, June 2010