{"id":9004111222102236,"date":"2021-08-03T14:43:24","date_gmt":"2021-08-03T13:43:24","guid":{"rendered":"https:\/\/www.hgf.com\/?p=9004111222102236"},"modified":"2026-02-02T14:48:26","modified_gmt":"2026-02-02T14:48:26","slug":"conceptual-similarity-the-key-to-likelihood-of-confusion","status":"publish","type":"post","link":"https:\/\/www.hgf.com\/de\/knowledge-hub\/articles\/conceptual-similarity-the-key-to-likelihood-of-confusion\/","title":{"rendered":"Conceptual Similarity \u2013 the key to likelihood of confusion?"},"content":{"rendered":"

BareMinerals v BareFace Minerals \u2013 case O\/060\/21 (January 2021)<\/span><\/p>\n

In March 2020, Shiseido Americas Corporation (\u201cSAC\u201d) filed an application to invalidate UK registration No. 3114196 \u201cBareFace Minerals\u201d in the name of Bareface Cosmetics Limited (\u201cBCL\u201d). The mark was registered in 2015 and covers cosmetics in Class 3.<\/p>\n

SAC based the invalidity on its earlier UK & EU registrations for the mark BAREMINERALS in Class 3, covering cosmetics broadly but also perfumery and lotions. SAC sought to rely on the provisions of 5(2)(b) \u2013 likelihood of confusion and 5(3) \u2013 reputation and subsequent association. SAC also claimed enhanced distinctiveness of its marks through use.<\/p>\n

Comparison<\/h5>\n

SAC relied on three earlier registrations for BAREMINERALS \/ bareMinerals covering \u2018cosmetic powders for the skin and eyes<\/em>\u2019 and, more broadly, \u2018cosmetics<\/em>\u2019 in class 3. BCL\u2019s registration covers \u2018cosmetics for personal use; facial makeup<\/em>\u2019. The goods were found to be identical, with SAC\u2019s cosmetics wholly incorporating BCL\u2019s goods and highly similar in terms of the more specific make-up products of SAC.<\/p>\n

Turning to a comparison of the marks, the Hearing Officer (\u201cHO\u201d) found SAC\u2019s mark(s) to be inherently distinctive to a low degree. It was considered that, particularly given the advertising made of the mark and being widely known for its use of minerals, the meaning of \u2018bare\u2019 would be implied to mean \u2018pure\u2019 or \u2018basic\u2019 minerals. The advertising referred to by the Hearing Officer was submitted by SAC themselves in support of their case, however, it seems to have only supported the reasoning determined by the HO regarding the conceptual meaning of their mark.<\/p>\n

Arguably, the term \u201cbareminerals\u201d, when assessed in relation to the goods, could be considered inherently distinctive to a low degree. It is not widely known that cosmetics are made from minerals and is not publicised this way, with the exception of both SAC and BCL. BCL\u2019s marketing of its products does not appear to have been taken in to account, certainly not to the extent that SAC has, presumably due to the fact that no evidence was submitted by them. It is also debatable whether \u2018BARE\u2019 could be taken to mean \u2018pure\u2019 or \u2018basic\u2019 and it appears that the meaning has been taken via an assessment of both the second element of the mark and the way in which it is publicised, rather than any dictionary definitions, a practice we are all used to when dealing with distinctiveness and descriptiveness of marks.<\/p>\n

SAC claimed enhanced distinctive through use of the mark and submitted evidence in support, including sales figures, advertising figures and examples, press releases and details of awards. The Hearing Officer dismissed the claim on the basis that the evidence, particularly the sales figures, did not conclusively show use in the UK specifically and a market share was not indicated.<\/p>\n

Both marks contain the word elements \u2018BARE\u2019 and \u2018MINERALS\u2019. The marks are considered visually and aurally similar. However, the addition of \u2018FACE\u2019 within BCL\u2019s mark changes the conceptual meaning to such a degree that the Hearing Officer determined there could be no likelihood of confusion, either directly or indirectly. The Hearing Officer goes on to explain the reasoning being that the addition of the word \u2018FACE\u2019 creates a completely different meaning and will imply that the makeup used will result in the user having an uncovered or unconcealed face, i.e. a natural appearance. In comparison, the HO determined that the meaning of SAC\u2019s mark is regarding the product itself, rather than the affect it has on the end user which was supported by the nature it is advertised within the evidence submitted.<\/p>\n

Interestingly, the application for invalidity was filed five years after BCL obtained its registration, a point which they brought up in their counterstatement. Perhaps this, coupled with the fact that no instances of actual confusion were submitted in SAC\u2019s evidence, supported the decision.<\/p>\n

The Hearing Officer dismissed the claim for reputation.<\/p>\n

Key points\/comments<\/h5>\n

The evidence submitted by SAC was prima facie<\/em> conclusive. The Hearing Officer\u2019s comments, however, drive home the need to be methodical in the submission of evidence, particularly in terms of sales figures and showing the creation, or maintenance of, a market share.<\/p>\n

It is arguable whether the addition of \u2018FACE\u2019 creates such a difference that there would be no likelihood of confusion, but you cannot argue with the logical reasoning of the Hearing Officer in reaching this conclusion. Does this change the tide when reviewing what appears to be a straight forward similarity of the marks? Yes, which in itself brings advantages and disadvantages in equal measure, dependent upon which side you are on. Certainly, the importance of the conceptual meaning going forwards and the weight given to it by the UK IPO will, if not already, play a bigger role in the comparison of the marks when advising clients.<\/p>\n

So\u2026. Would you be confused?<\/p>\n

\"\" vs \"\"<\/p>\n

This article was prepared by HGF Trainee Trade Mark Attorney Lauren Richardson.<\/p>\n","protected":false},"excerpt":{"rendered":"

BareMinerals v BareFace Minerals \u2013 case O\/060\/21 (January 2021) In March 2020, Shiseido Americas Corporation (\u201cSAC\u201d) filed an application to invalidate UK registration No. 3114196 \u201cBareFace Minerals\u201d in the name …<\/p>\n","protected":false},"author":315,"featured_media":9004111222102251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[498,497],"tags":[],"class_list":["post-9004111222102236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-knowledge-hub"],"acf":[],"yoast_head":"\nConceptual Similarity \u2013 the key to likelihood of confusion? - HGF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hgf.com\/de\/knowledge-hub\/articles\/conceptual-similarity-the-key-to-likelihood-of-confusion\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conceptual Similarity \u2013 the key to likelihood of confusion?\" \/>\n<meta property=\"og:description\" content=\"BareMinerals v BareFace Minerals \u2013 case O\/060\/21 (January 2021) In March 2020, Shiseido Americas Corporation (\u201cSAC\u201d) filed an application to invalidate UK\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hgf.com\/de\/knowledge-hub\/articles\/conceptual-similarity-the-key-to-likelihood-of-confusion\/\" \/>\n<meta property=\"og:site_name\" content=\"HGF\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-03T13:43:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-02T14:48:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hgf.com\/wp-content\/uploads\/2021\/08\/HGF_RetailScanner_Summer2021_1920x1080_Article2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Akvil\u0117 Lukauskaite\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@behrooz@tall.agency\" \/>\n<meta name=\"twitter:site\" content=\"@hgf_ip\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Akvil\u0117 Lukauskaite\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/\"},\"author\":{\"name\":\"Akvil\u0117 Lukauskaite\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/#\\\/schema\\\/person\\\/e6343663c5ee3e1ccea20cd220f97f30\"},\"headline\":\"Conceptual Similarity \u2013 the key to likelihood of confusion?\",\"datePublished\":\"2021-08-03T13:43:24+00:00\",\"dateModified\":\"2026-02-02T14:48:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/\"},\"wordCount\":821,\"publisher\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.hgf.com\\\/wp-content\\\/uploads\\\/2021\\\/08\\\/HGF_RetailScanner_Summer2021_1920x1080_Article2.jpg\",\"articleSection\":[\"Articles\",\"Knowledge Hub\"],\"inLanguage\":\"de-DE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/\",\"url\":\"https:\\\/\\\/www.hgf.com\\\/de\\\/knowledge-hub\\\/articles\\\/conceptual-similarity-the-key-to-likelihood-of-confusion\\\/\",\"name\":\"Conceptual Similarity \u2013 the key to likelihood of confusion? 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