L’Oréal Top Filer of Trademark Applications in 2023

GENEVA — Leading fashion and beauty companies – led by L’Oréal — bucked the global decline in filings of international trademark applications in 2023 and posted gains in a bid to protect their brands and commercial interests in many high-income and emerging markets, a report by the World Intellectual Property Organization said.

L’Oréal, the world’s largest beauty company, last year retained its ranking as the top filer of international trademark applications with a total of 199, up from 170 filed the year before, seeking trademarks on topics ranging from toiletry preparations to advertising and business management in 56 countries, with the U.K., Canada and Japan the top three for coverage and trademark protection.

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Beauty rival Shiseido filed 103 applications in 2023, up from 98 the year before, and sought trademark protection for toiletry preparations and also hygienic and beauty care services. The U.S., China, the Republic of Korea, the U.K., and the European Union Intellectual Property Office (EU) ranked highest on Shiseido’s filing coverage from a total of 22 countries in which it filed applications.

Luxury companies that registered increases in filings and trademark protection in multiple countries included Louis Vuitton Malletier, with 24 applications (in 65 countries plus the EU);  Rolex SA, 22 (in 94 countries including many in the Middle East  and the Arabian Gulf ); Cartier International AG, 19 (13 countries including the EU), and Burberry Ltd., four (in 28 countries including the EU).

Declines in filings were registered by Guerlain, LVMH Fragrance Brands, Parfum Christian Dior, Prada S.A, Giorgio Armani SpA, and  Hugo Boss Trade Mark Management GMBH&Co.KG, among others, the WIPO said.

Overall, applications in the international trademark system filed in all sectors fell by 7 percent in 2023 to 64,200 applications, the office said.

Carsten Fink, WIPO chief economist, said at a news conference that, “We believe the declines in applications reflect the currently adverse environment for innovation and entrepreneurial activity.” But he added, “We think the IP iIntellectual property] filings will pick up  once the external environment improves.”

In 2023, U.S.-based companies filed the largest number of applications with 10,987, although this was down from 12,456 the year before. The U.S. was followed by Germany (6,613), China (5,473), France (4,267) and the U.K. (3,817).

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