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L’Oreal, VLCC adding fuel to trademark fire
Published on 16 Oct. 2009 10:40 PM IST
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Cosmetics maker L’Oreal and beauty and wellness company VLCC have run into a dispute over trademark Fuel that both firms are using to market their men’s skincare products, a person familiar with the matter said. Both companies claim ownership of the trademark, alleging that they had acquired the rights to the brand from Delhi-based entrepreneur Mahesh Chaudhary who marketed a range of cosmetics under his registered trademark, Fuel. According to Times report, the controversy erupted after L’Oreal kicked off an advertisement campaign for Fuel on September 18, claiming ownership of the brand. Delhi-based VLCC had acquired the rights to the Fuel brand- which generates annual revenues of over Rs 100 crore for the company-from Chaudhary in 2006 and launched its men’s grooming products the same year, a person close to the company said. VLCC spokesman declined to comment on the issue. VLCC sells Fuel-branded cosmetics, which include a shaving gel, after-shave balm, hair styling and strengthening gel and deodorant for men, through its 250 exclusive outlets and a network of dealers across the country. Elder Healthcare, the consumer products company of the Elder group, has been marketing VLCC’s Fuel deodorants since 2008. The company also sells perfumes, colognes and other products for both men and women under its Fuel For Life brand.

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