Title: Pullan v. Fulbright
Citation: 287 Ark. 21, 695 S.W.2d 830
Docket Number: 85-79
State: Arkansas
Issuer: Arkansas Supreme Court
Date: September 23, 1985

695 S.W.2d 830 (1985) 287 Ark. 21 John C. PULLAN, d/b/a Shear Pleasure Family Hair Care, Appellant, v. Julia P. FULBRIGHT, d/b/a Julia's Shear Pleasure Beauty Salon, Appellee. No. 85-79. Supreme Court of Arkansas. September 23, 1985. *831 Floyd G. Rogers, Van Buren, for appellant. Eddie H. Walker, Jr., Fort Smith, for appellee. DUDLEY, Justice. Since October 1980, appellee, Julia P. Fulbright, has operated a beauty salon in Fort Smith under the name of Julia's Shear Pleasure Beauty Salon. Since March 1983, appellant, John C. Pullan, has operated a barber shop in Van Buren under the name of Shear Pleasure Family Hair Care. In August 1983, five months after appellant opened his barber shop, appellee registered the trademark "shear pleasure" with cutting shears above the word "shear" and surrounded by a border. Appellee then brought an action to enjoin appellant from alleged unfair competition through the use of her trade name. The trial court entered a decree enjoining appellant from using the trade name "shear pleasure." We reverse and dismiss. Trade names are afforded protection under the law of unfair competition. They are protected by a registration statute and by the common law. See Ark.Stat.Ann. § 70-539(E), § 70-550, and § 70-552 (Repl. 1979). Appellee does not contend that the trade name registration statute, § 70-540(e), affords her any protection, perhaps because she did not register her trademark until after appellant began using his trade name. However, she does contend that the common law, coupled with § 70-550 may afford her protection. The pertinent part of § 70-550 provides: Appellant does not contend that the names themselves are sufficiently distinguishable so as to avoid confusion. See Shoppers Fair of Ark., Inc. v. Sanders Co., 207 F. Supp. 718, at 732-735 (W.D.Ark. 1962). Rather, he contends that the words "shear pleasure" are descriptive words which have not acquired a "secondary meaning" or a new significance by which the public recognizes appellee's trade name in appellant's business area. We agree. Descriptive words may not be afforded the status of a trade name unless they have acquired a "secondary meaning." The concept of "secondary meaning" has been explained as follows: Liberty Mut. Ins. Co. v. Liberty Ins. Co. of Tex., 185 F. Supp. 895, 903 (E.D.Ark.1960). *832 Appellant testified that he decided to use the words "shear pleasure" in his trade name when he saw a coffee mug inscribed: "A hairdresser is shear pleasure." He also testified that barbershops in Ozark and Clarksville, as well as Muskogee, Oklahoma, use the words "shear pleasure" in their names. Appellee testified that she got the idea for her trade name from a barbershop in Little Rock. In Sav-A-Stop, Inc. v. Sav-A-Stop, Inc., 230 Ark. 319, 322 S.W.2d 454 (1959) we stated: Here, as in Sav-A-Stop, both got the idea for their names from others. The name is descriptive, not distinctive, and strong evidence is required to show that appellee's name has acquired a secondary meaning before it is entitled to common law protection. Not one single person testified that when they thought of "shear pleasure" they thought of appellee's beauty shop. Reversed and dismissed. PURTLE, J., not participating.