Source: EURLEX
Language: en
Format: md

Judgment of the General Court (Third Chamber) of 19 January 2022 –  
Estetica Group Iwona Michalak v EUIPO (PURE BEAUTY)

(Case T‑270/21)

(EU trade mark – Application for the EU figurative mark PURE BEAUTY – Absolute ground for refusal – Lack of distinctive character – Article 7(1)(b) of Regulation (EU) 2017/1001)

| 1. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Definition – Criteria for assessment  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 20-23) |

| 2. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Marks consisting of advertising slogans – Distinctive character – Application of specific criteria for assessment – Not permissible  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see para. 24) |

| 3. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Marks consisting of advertising slogans – Laudatory promotional formula  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 25-27) |

| 4. | EU trade mark – Definition and acquisition of the EU trade mark – Absolute grounds for refusal – Marks devoid of distinctive character – Figurative mark PURE BEAUTY  (European Parliament and Council Regulation 2017/1001, Art. 7(1)(b))  (see paras 29-36) |

| 5. | EU trade mark – Decisions of EUIPO – Principle of equal treatment – Principle of sound administration – EUIPO’s previous decision-making practice – Principle of legality – Need for a strict and complete examination in each particular case  (European Parliament and Council Regulation 2017/1001)  (see para. 39) |

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 16 March 2021 (Case R 1456/2020-5) concerning an application for registration of the figurative sign PURE BEAUTY as an EU trade mark.

Operative part

The Court:

| 1. | Dismisses the action; |

| 2. | Orders Estetica Group Iwona Michalak to pay the costs. |

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